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What purpose do keywords serve in the Search Engine Optimization process?

Keywords let search engines know what your page is about. You should be sure to place your best keywords into your web pages viewable content as well as in the title tags. Additionaly, it should be noted that keywords are also a very critical part of the reciprocal and one way linking process. Keywords found within those links (also known as Anchor Text) pointing back to your site actually have a far greater effect on ranking than the keywords found on the actual web page.