I've heard some say keyword density is not important anymore? could this be the situation? if so why?
Because keyword density is an on-page factor it is too easy for website owners to manipulate so it carries much less weight nowadays....
so if keyword density isnt important what should i be looking at regarding the keywords. what is enough, what is considered bad? is mentioning the word once within the page, fine to rank for a particular popular kw?
Maybe to google it won't matter that much. but there are other search engine who has their own algorithm and they won't follow google algo otherwise it will just be like google listing and when your listing are the same as google which do you think surfer will use more often?
Though KW density is still a factor in some SE's, it's not that too important at all and it doesn't look natural to SEs. Some sites ranks well in SERPs with only 1 or 2 visible KWs in the page..meaning to say KW density doesn't carry much weight now
Make sure you repeat your key words several times on the page in key locations and don't neglect your off page seo for those same key words - you should then be good to go.