Most people around the world turn to the web to find what they are looking for and they analyze every site they visit. As soon as they click on a link and they open a page, they focus on some of the elements they like and the ones that can be improved. Content is very important, but you must know how to present your content for maximum impact. The most important thing users will focus on is information. They visit various sites over the web so they can find answers on topics they are interested in. If they find accurate information about the topics they are looking for, they will appreciate the source they used. But you have to help them access the information you present in the first place. Even if a site contains the information they want to find, that site has to make it accessible. If a user is looking for a few important details and these are located in a very small, ugly page with small letters that is very hard to find, they will not waste time looking for it. Content is important, but presentation is also an important feature to focus on. Building the right pages with the content your users are looking for is not always easy. You may choose the proper font for this, you may have a nice background and the overall design may be pleasing, but you have to go back to the content. You have the information they are looking for and your design is great, but is it structured properly? All the content you will present has to offer the right information, but it has to attract the users. Since they want to find something specific, you have to focus on the keywords they will use for this purpose. All the ideas you have in the content of your pages has to revolve around certain keywords and these are the ones that help users find the site. One of the things you have to keep in mind is that these keywords must not be abused. Search engines also play an important role in the organic traffic your site will attract and they focus on keywords as well. If you want to gain a good rank, you should use the right amount of keywords on your pages. Too few or too many are not going to help. If you see the pages of your competitors and they are ranked better than yours, you have to start looking into the problem. You should visit their sites, you should analyze every page they have and you should compare them to your own. This is going to provide some of the answers you are looking for. If you want to know how to do it, you should take the time to read this article on the Moz Blog. This is where you will find a deeper insight on term frequency and the impact it will have on the quality of your pages.