For years, search engines used keywords as the most important part of searches. Prior to the increasingly sophisticated algorithm use by major search engines, keyword matching was the only factor in searches. As Google began dominating the search engine world, the company also began making their algorithm much more detailed and the use of keywords in meta-tags and in content became less important. Currently, keywords, long-tailed keywords and meta-tags are used to point the search engines in the right direction, but many other factors gain weight after that.
It can’t be stressed enough just how sophisticated search engines have become and what that actually means to businesses that are trying to improve their search engine ranking:
Although keywords are important, their inclusion is just to get Google’s search bots onto your site. Strong SEO means using them as a signpost to great content with authoritative support.