Use only one <H1> tag per page, and use your keyword phrase in the tag. Use it toward the top of the page. Make sure it captures your visitors’ attention as
soon as they land on your site.
Also, make sure your first paragraph or the first words you use are interesting and designed to hold your visitors’ attention.
If you don’t grab their attention and HOLD IT in the very beginning, they’ll hit the back button and go back to the search results . . . it’s as simple as that.