You need the words and phrases important to SEO to stand out.  One approach is to repeat the phrase.  If you repeat the phrase it seems more important than an incidental phrase. But you cannot just repeat the phrase mindlessly, it is best if you repeat the phrase in a natural manner.  When you repeat the phrase the seach engines might conclude that that phrase you repeated is important on that page.   This paragraph is an example of a condensed use of repeating the phrase. Need I repeat the phrase further?