For your website to build high search engine rankings and engage your visitors it needs 2 things. Firstly, it needs to be well written, relevant and interesting, content that is useful and answers your readers questions. Secondly, the content needs to contain your target keywords so that when search engines crawl your pages they quickly identify what the page is about and know to rank your website.
Sounds easy? Well the key to website content is finding the right balance between including your keywords (which is crucial) but also keeping it readable and interesting. Simply forcing your keywords into your content will not work, and simply ‘stuffing’ your page with keywords won’t work either – in fact these tactics will simply result in your website achieving no rankings at all.