Keywords are phrases that are often searched on Google, Bing, etc., and they play a significant role in deciding your website’s ranking. Over the years, keyword strategy has evolved significantly. In the past, it was only a matter of cramming as many as possible into a piece of content. As a result, a significant lot of content became spammy, and Google’s algorithms began to penalise websites. Google becomes more intelligent every-day; therefore you will have to work for it.