Links Pointing to Your Website:
One of the factors that contribute to a web page being considered “important” is the number of links pointing to that page. For example, if your page has 100 quality links leading to it, it will be ranked higher (in Google’s estimation) than one that only has 20.
But what are “quality” links”? These are links from other popular pages, that is, pages that have, themselves, many (quality) links pointing to them. (Yeah, I know. My definition is circular. And it’s possible that the search engine has other factors that determine the quality of a link.)
Note: by “keywords”, I mean the words people will use when searching for your site. For example, if your site sells bicycles, then one keyword for it would be “bicycles”, since that’s the word you’d expect people to use when searching for bicycles.
Your Page Must Have the Words You Think People Will Search For Besides the title tag, if you want your website to feature in Google’s results when someone searches for a set of words, say “Widget X”, those words must actually occur on your page. Think about it from the point of view of a search engine. If you don’t put the words “Widget X” somewhere on the page, how is the search engine supposed to know that the page deals with that topic? The search engine is not a human being who can draw inferences from the general tone and content of the page. Even if it can handle some synonyms, you’re going to compete with other sites who have specifically placed those words on their site.
I know this point seems self-evident (once you’ve come across it). However, from experience, many webmasters (me included) don’t seem to realize (“realize” in US English) that when they are first starting out. Keyword-laden Links According to a paper published by one of Google’s founders, if the links pointing to your page has some words in them, those words will be regarded by Google as an additional indication of the content of your page. For example, a link with the text “Cheap Shoe Store” pointing at your page will cause Google to think that your page is relevant when someone searches for “cheap shoe store”.
However, my recommendation is that if you think a particular set of words is relevant to your site, don’t rely on some random site on the Internet to link to you with those words. Put them directly on your page.