It’s typically a good thing when you find out your website is ranking for a keyword you’ve been targeting, right?
But what happens when, upon further investigation, you learn that the page you wanted to rank for a particular keyword isn’t the page that Google wanted to rank? (And that it’s another page on your site altogether?)
SEO is all about making your page as relevant as possible to a target keyword used in a search engine. Perhaps the most important, and famous, aspect of this is through the use of keywords. However, just throwing a keyword on a page a few times won’t do much to signal that your page is useful and relevant to a user’s search. You need to use your keywords in the right way, in the right places, to show search engines that your website can help a searcher achieve their goal. On the flip side, using keywords in just the right places will help you attract visitors who are looking for what your website is offering.