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Hey there! Thanks for reaching out to us! We recognise exact matches found within the source code of your page. We struggle with parsing Javascript so typically the Keywords are found within HTML. Feel free to reach out to help@moz.com with any further questions. Best, Eli

For broader, larger keywords it's better to have specifically designed content on stand-alone pages that does 'the best job possible' of answering Google's queries. Look up the 10x content initiative For smaller keywords, they can often survive on blog posts as competition is lower and blog posts are lower-brow content. Lower-tier content can win keywords which no one is really competing over, but the second there's competition - you need to be building pages, resources, tools and content pieces which are 10x better than what Google's current search results supplies https://moz.com/blog/how-to-create-10x-content-whiteboard-friday