Why should you "bold?"
Many search engine experts tell you that you should also bold instances of your keywords with in your copy.
This matches the rules we gave you in the section on header tags, if it's important enough for the webmaster to bold, it must be important to the search engine as well.
Some experts also suggest bolding, more than one instance of the high paying keywords as well, although we haven't tested this method yet, it does make good sense.