Repeating keywords or inserting keyword lists primarily to manipulate search rankings.
Keyword stuffing means inserting or repeating words, phrases or numbers primarily to manipulate search rankings. Google’s examples include unnatural repetition and lists that add little useful information. The issue is how the material is used, rather than the mere presence of a service name or a location.
A page can legitimately name the places a business serves or explain a product using repeated technical terms. That differs from padding paragraphs with the same phrase or adding a long location list solely to target searches. Read the passage as a customer would: does it explain something useful, or is it mainly there to repeat a target?
There is no need to turn this review into a hunt for a magic percentage. A density score cannot establish the intent or usefulness of the wording. Review repetitive passages in context, preserve details readers need, and remove additions that make the page harder to understand.
Takeaway: Use the language your customers need, but avoid repeating it mechanically. A clear explanation of the actual offer is more useful than a page designed around a repetition quota.
Example
A locksmith’s service-area page explains which communities it covers and any travel restrictions. That can help customers decide whether to inquire. Copying the same town names into every paragraph and an unrelated footer adds a different kind of material: it makes the text cumbersome without explaining the service more clearly.
What to check
When revising, keep factual coverage information and necessary terminology. Replace awkward repeated phrases with a clearer sentence only where that improves meaning. Do not claim that a particular number of cities or keyword occurrences automatically triggers a penalty.
For more detail, see Spam policies for Google web search.