So, on the one hand, good content has to present interesting, intelligible and useful information to users. At the same time, this information needs to be optimized for the search engines to simplify their task of text recognition and its presentation to users according to their search queries. And exactly for this purpose keywords are used in the website texts.
Thus, if you want your website to achieve a high position in SERPs, you need to determine what words and phrases visitors use when searching for your site and to place them into the texts on your website. Without such optimization you can hardly get any traffic (in other words users and customers) from search engines. And both quantity and quality of your traffic depend on the judicious selection of keywords and their proper use in the website texts.
What is the proper use of keywords?
As practice shows, two fundamental mistakes are often made during the webpage optimization:
Too many keywords. This mistake makes any text almost unreadable. And search engines keep a strict watch over the quality of texts, so in this case the website page will fall down in SERPs or even can be removed from the index.
Lack of keywords. In that case, search engines may think that keywords are used occasionally and do not carry significant semantic meaning. By the logic of search engines this means the text cannot be considered as a response to a user’s query, and so it will not be included to SERPs or will take the last positions.
In general, keyword density depends on a text, but in order to get into SERPs and to get off search engine sanctions it should be kept within a 2-7% range.
How do you get the benefit of it?
To summarize, keywords form the website’s semantic kernel, they are used in search engine optimization and copywriters use them when writing SEO texts. And when you hire professionals for writing SEO texts for your website, you pay for the analysis of the website semantic kernel and the query frequency, for choosing the right keywords for your target audience and evaluation of their density as well as for writing the text itself. The effect? Within several months you get visible increase in traffic from search engines, which is much more impressive than traffic from other sources such as click through, ad transfer and so on.