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I am cataloguing the pages on our website in terms of which focus keyword has been used with the page. I've noticed that some pages repeated the same keyword / term. I've heard that it's not really good practice, as it's like telling google conflicting information, as the pages with the same keywords will be competing against each other. Is this correct information? If so, is the alternative to use various long-winded keywords instead? If not, meaning it's ok to repeat the keyword on different pages, is there a maximum recommended number of times that we want to repeat the word? Still new-ish to SEO, so any help is much appreciated! V.

I understand that my keyword strategy should include a mix of keywords and their long-winded version of the same. And that I should tell Google which keywords each page should rank for. Now when I'm telling MOZ which keywords to monitor for my site's ranking, should I include both the short AND long-winded versions?
Thanks!