Importance of keyword in the content to rank well

[levalencia1]

Well, I am very beginner seo.

our website is www.theprinterdepo.com and our main keyword for the moment is refurbished printers, but there might be hundreds of more keywords.

I was analyzing the SERPs and found that for our keyword, the first 2 websites that come up have very different content

1.http://www.geeks.com/products.asp?cat=PRN

They rank first, but I dont see a lot of text with the keyword in their text or links

2. http://www.valstarprinters.com/

They mention the keywords lots of times in the text, probably they are doing keyword stuffing?

So this makes me thing, how the 1st one ranked there? just by link builiding?

[levalencia1]

I suppose less competitive keywords would be the product specific keywords

hp 1320 printer, or its variations.

[DougRoberts]

geeks.com do have the keywords all over the page. Each printer item has the word "refurbished" in it (I counted 11 times). They have both a high domain authority (73) and high page authority (58). They have the keywords in their Title too.

The keyword phrase "refurbished printers" looks pretty competitive to me and I suspect your site/page just doesn't have the authority to compete at the moment.

Looking at the introduction on your Refurbished Printers page - it doesn't read very well and looks/feels rather stuffed with keywords and not a natural way of writing and maybe a little "overcooked".

I'd think of ways you can build more links, offer more genuinely unique/useful content and maybe look at less competitive niches you can target while you do this. Are there any low-hanging fruit out there keyword wise?