The page title is by far the most important place to add the keyword for a page, so make sure, at the very least, you use the keyword there.
If you need to make it part of a phrase, change the order of the words, or add a divider or two, so as to make it look more professional or to target more keywords, then that’s fine – it won’t prevent you ranking 1st for that keyword.
In addition to using the keyword in the page title try to use it, or a variation of it, in at least 2 of these 3 places…
- H1 Tag
- Body Content
…and at least 2 of these 5 places…
- Site Navigation Link Text
- In-Content Link Text
- Image Tag
- Meta Description
If you do that, then your keyword, or variations of it, will be in at least 5 of the 8 keyword placement options, and it should be clear to Google what keywords to rank that page for. You can safely use your keyword in all 8 places, however, if you do so, it’s essential that you use multiple variations of the keyword. If you list the exact keyword target (e.g. ‘Birmingham Accountants’) in each of those 8 places, then you’re really risking an over-optimisation penalty.
You don’t have to use a keyword, or variations of it, x amount of times to be able to rank a page for that keyword – there’s no magic number to aim for. What you should not do is let the quality or professionalism of a page suffer because you’re trying to force a keyword in a couple more times. You should always place the readability and usability of your site above keyword usage.
If, for whatever reason, you can only use a keyword in a couple of places on a page, that doesn’t necessarily mean that ranking well for that keyword is impossible – it just makes the process of ranking it a bit more more difficult.