Keywords are for the Reader
Always keep in mind -- webpages are not for the search engine, webpages are for the reader; keywords are not for the search engine, keywords are for the reader.
Marketing - Outbound vs Inbound
Simplistically speaking, going through the crowds in the marketplace, picking out potential buyers, and showing them the wares is marketing. Here, the seller is picking out who to talk to.
SEO (Search Engine Optimization) Isn't For Search Engines
Search engines don't care about any company's web site; there are far too many web sites. Search engines aren't giving away cash, credit, or even the ability for anyone to stay in business; that's not why they're there.
Use Common Words
The words and phrases we use for everyday communications are shorthand for word meanings. We say "sweep the floor," but what we really mean is
Call to Action (CTA)
The salesman's greeting starts out the conversation with "How's it going?", this requires an answer. The server at a restaurant stops by in the middle of the meal and says
Content That's Worth Something
For content to be worth something, it has to attract the attention of the casual reader. It also has to be interesting enough to keep the casual reader there.