There are two major points with SEO. Be authentic, and stay up to par with all the latest practices and units of measurement for success. You need a tool to measure these metrics and to be sure you are doing all you can do to fix any errors, crawl issues,  linking issues, or responsive issues. All that needs to be done, but you also need to write authentic, unique content.

As opposed to the older days, where “keyword stuffing” was all you needed to rank higher. The level of spam websites forced Google to search for more advanced algorithms to analyze your page.

Keywords are still very useful and should be place naturally. However relevant topics related to your main topic are quickly becoming the most effective method. Truthfully, Google is measuring so many metrics these days, the best way to look at your website, just might be through the eyes of an English major who had a minor in business. There needs to be both usability and creativity on a website. In other words, it needs to function well, use the latest practices encouraged by Google, and also be filled with unique, well written content.