We all know that the lions share of web traffic comes through the search engines. We also know that keywords and links to your site are the two things that affect your ranking in the search engines. Your keywords tell the search engines what you do, and the inbound links tell them how important you are. This combination is what determines your relevance. And relevance is what the search engines are after.
Theres a lot of information around about how to incorporate keyword phrases into your HTML meta tags. But thats only half the battle. You need to think of these tags as street-signs. Thats how the search engines view them. They look at your tags and then at your copy. If the keywords you use in your tags arent used in your copy, your site wont be indexed for those keywords.
But the search engines dont stop there. They also consider how often the keyword phrase is used on the page.
To put it simply, if you dont pepper your site with your primary keywords, you wont appear in the search results when a potential customer searches for those keywords.
But how do you write keyword-rich copy without compromising readability?