These are the words that trigger your position in Google search results. Since Google doesn’t like mysteries — they want to know everything about you and your business (nosy) — they like the keywords front and center where everyone can see them. In other words, the magical keywords are written into the text of your site.
Don’t like wordy websites? Well, Google does. And actually so do potential customers. If they can find out the merits of your products without a phone call they’ll read until their eyes blur.
So start writing.