I have experiences that there is a difference between the keywords that people type in, and the way you can use those keywords in on-page content.
For example (I do quite a lot of local businesses): people search for 'plumber chicago' and you want to optimize for that term. However, you can't really put 'plumber chicago' in a sentence of the content because it doesn't make it a good read and grammatically incorrect.
This also goes for other (longer tail) keywords, because people tend to summarize their problem in the search string making it a weird phrase, and it's harder to rank for that exact search term.
How can you find the balance here? I want to rank for certain terms, but it's hard to get keyword density for them because the content would be a bit strange.
Is putting them in Title tags, H1 etcetera enough and leaving the content out?
Thanks a bunch!