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My site is optimized for keyword "payment gateway" but it seems for each keyword only one page should be optimized as per good SEO. So if I've a page about Paypal then how should I spread the keywords? Here the main will be Paypal and site keyword will be payment gateway. It means site should have more Paypal than payment gateway. But can payment gateway be in 3rd or 4th position in density? Similarly how should I create other pages? How search engines determine the site authority based on keyword? ( let us ignore the external backlinks, context of them and anchor texts).

I'm into the 1 month free trail of pro membership for my niche site http://www.creditcardpaymentgateways.in. The traffic dropped from around 250 to 50 on April, 24th but as of now it has recovered some to 100. This site has original content and not a spammy site. Out of all the metrics I see in my PRO Dashboard I'm not at all able to figure out the reason of being penalized. After this penalty I've worked on to reduced the "payment gateway" keyword density from 7-9% to below 5%. Today I notice some rankings upgrade. Overall Seomoz pro membership is useful for very large sites who have dedicated teams to monitor SEO but for me I'm trying to figure out what to do with all those stats.