my site looked over-optimized. I use a keyword phrase in my title tag and H1 tag. My H2 uses a variant of the H1 and title tag.And my on-page content mentions my keyword phrase a couple of times. Do we need to turn things down?

Someone said my site looked over-optimized. I use a keyword phrase in my title tag and H1 tag.My H2 uses a variant of the H1 and title tag.And my on-page content mentions my keyword phrase a couple of times.What do you think? Do we need to turn things down?

Webmaster Guru Asked on June 7, 2017 in Tags.
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JOHN MEULLER (Webmaster Analyst from Google):

So it sounds like you’re focusing quite a bit on these keywords, just from hearing where you’re placing it and what you’re doing with the keywords there. Sometimes that’s a sign that you’re maybe focusing too much on the keywords and not writing actually, in the sense that if a user were to read your page aloud, they might feel this is a weird type of English and not really something that they would find as natural text. So sometimes that’s a sign. I think looking at your website as well, this was something similar to what I mentioned before, in that on some e-commerce sites, if you look at the category pages and you scroll down, you have this big chunk of text on the bottom that mentions all of the keywords within normal text that’s written out. And for the most part, that’s something that you wouldn’t Like I mentioned before, we can figure out the context of your pages without this big chunk of text on the bottom. And that’s sometimes something that people, when they look at your website, might see as being over-optimized, because you’re including those keywords and those variations in five different sentences in the same paragraph just to make sure that we’ve mentioned all of those variations. And that’s really not something that you need to do. From our point of view, for the most part, we just ignore those kind of texts. But you can obviously clean that up yourself on your side.

Webmaster Guru Answered on June 7, 2017.
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