Keyword optimisation

[aplnzjune18]

I have a few questions regarding keywords that we are wanting to optimize on our site. This may be a bit basic so if this had already been answered elsewhere let me know.

Question 1: How many time can I refer to the one word on different pages on the site ? Is there any rules around this? In  theory  the keywords we are looking to include will be relevant to these pages.

**Question 2: ** Should I use different variation of the key word or is the one variant fine?

Question 3: Looking at the search terms people use from google analytics to get to our site, there is a lot of people using the phrase “sliding windows New Zealand.  Should I write this on the page exactly as “sliding doors New Zealand “ or is “sliding doors” fine? Its just that the former phrase doesn't really work with our communication.

I look forward to your advice!

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