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'Keyword' is the eternal buzzword of search engines. Keywords used to have a specific purpose. They were placed in a specific part of the header of webpages to make it easy for search engines to categorize your page. Nowadays, this method of keyword usage is limited in it's functionality (Though not useless or pointless by any means. You still want the meta tags.). Today, when talking about keywords, people are usually referring to the prominence of certain words or phrases in the actual content of the page. These are the words and phrases that people most commonly type into the search engines when looking for information on a certain topic. The usage of these words increases page value relative to searches using these words. However, one must be careful to balance the use of these words against the content and usefulness of the page. In many situations, simply using these words a lot will get a particular page ranked well initially, but as people click through to your site and find it unhelpful and then go to other sites and click on them instead, those clicks have little value. The goal is to get the most out of each click, not simply get the most clicks. Different methods work for different situations, so it's important to measure the methods against your goals. And don't compete against those who don't. Someone may rise above you in the rankings, only to fall out shortly when their site doesn't produce the replicated traffic necessary to keep them in that spot. Sometimes the best thing to do is just wait it out.

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