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is it important to place keyword more higher in html code

Our situation: item page. H1 and all text about this item with keyword mentioned three times is in the end of html code? Competitors pages with info about item, but higher keyword place and description in html code make better in SERPS. Could it be reason? Could we change place of text about item in html code ?

Giedrius, Lithuania

We noticed that goods offered in our email newsletters used to disappeared from fisrt google search results page. Goods where in top 5 positions or even higher, but after email newsletters we didn't find them even in top 100. We suspect service provider of email sending is in blacklist? Could it be reason? If yes, how could we check that?