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The Keyword Cloud is a visual representation of keywords used on a website. Keywords having higher density are showed in a larger fonts. At a glance you will able to see where your most important keywords are.
TASK - Go To a Keyword Density Cloud Checker and see what your home page is shouting about - is this what you thought your own site was about?

Here is an example of the keyword density cloud for a clown in Hertfordshire.



This site is shouting about Pancake, Clown, Birthday Party, Hertfordshire - Exactly what it should be for a 'Hertforshire based Birthday Party Clown'. So we make sure that we use these keywords in our keyword metadata.

This leads us on to the content itself - our last point of the 'SEO Diamond', but definitely not the least important. Content should be Human Readable, Keyword Rich. Do not overload your site with out of context keywords. Repeated keywords worked 10 years ago but now will just get you placed into the Google Sinbin known as the Sandbox.

Google doesn't like being made a fool of and will penalise you for trying.
Look at different ways of saying things and make sure you cover everything on the subject. Break up your content into Silos or buckets.
Have clear descriptive links for each silo and ensure that every page ticks every point of the SEO Diamond.