Optimize Your Website
Why copywriting is the fundamental factor of search engine optimization.
Web spiders and crawlers feed on fresh content and reward you for freshly updating your site regularly, but they’re mainly interested in the meta tags (title tag and meta description) to know the targeted keywords.
A common practice used to be that exact keyword(s) were used in your URL, title tag, meta description, and your H1 tag.
Not anymore. Since 2013 Google is in an all out war against over-optimization. Google introduced Hummingbird a few years ago for this specific purpose.
Instead, use synonyms and partial keyword matches to give the page meaning, but do not repeat the same keywords over and over.