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Its relative to the overall number of words on the page and emphasis. If you have a 2000 words on the page and one of the words repeated 100 times, that's only about 5% of the document. Similiarly, using emphasis markers like h1, bold, italics around the words help but again, in moderation. Making the entire page bolded or in h1 will negate the entire purpose. The idea is to make certain words stick out among the rest of the document.
WG
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I play with Google.
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