When it comes to body content, our team is often asked about the ideal keyword density on a page. The short answer is that there is no one recipe that works in all cases. The best way to go about an appropriate balance is to consider the keywords that you’d like to incorporate and write naturally. If your copy is long enough, mentioning your keyword 1-2 times should show the search engines the theme of the page. More than that could yield diminishing returns and look plain spammy. Once your copy is complete, read it aloud or ask someone else to read it to ensure that it doesn’t seem like words are intentionally stuffed in.
A general guide may be to try to use your keyword once per 100 words. That way, you know that you’re writing enough substance to support your keyword theme.