Thou shalt not spam. What is spam when dealing with search engines. Well back in the stone age when google was fairly new they were neandethals. They did not know how to see spam. If you went to your home page and put in Tupelo, MS real estate in the wording 88 times then you have created spam. Back in the olden days (1990's) Google did not know how to see this. They saw those key words and thought wow this site must be about that, and ranked you as such.
Today they have graduated to modern humans. They can read your site and see that the keywords are not in a relative format and will penalize you for such.
As a rule your keywords should not be more than 5 to 6% of the content of your page.
Hope this helps some.
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