When someone searches for something online, they will typically search for a phrase regarding the subject, rather than just one or two words. Many people view this as the best way to get the information they need in a short amount of time. If you want to reach a target audience, it is a good idea to include popular phrases as keywords when you are adding content to your site. The phrases should be relating to specific content that is relating to your site.
There are some sites who try to trick the search engines by placing keyword phrases on their site that do not pertain to their site’s content at all. The search engines will determine that the site contains inappropriate content and it could lead to the search engine dropping the site all together. If this happens, it can be very difficult for that site to return to the search engine results page and will be almost impossible to get back to the original ranking.
Some phrases will be more popular than others will. It is a good idea for you to include phrases that range in popularity. This can help you to increase the amount of focused traffic your site receives. Customers looking for exactly what you are offering will be able to find your site with ease if you make it easy for their popular phrase to be found on your site. Each page of content on your site should contain at least one popular phrase so that you can maximize your recognition by the search engines and rank higher on their result pages.