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There are no limits for adding keywords in a website. But, it's best to target few keywords that can help you to rank well in search engine & having low competition as well. Your primary keywords must be added in the title tag & in the meta description so that it can crawl by the search engines & rank it well as per the search ratio.
Some of the ON Page factors must be checked while inserting keywords on your web page.They are:
*Title Tag
*Meta Description
*H1 Tag & H2 Tag
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