Search engines work by analysing pages, working out what they are about, and matching them to search requests. Whether you’re a business owner, a writer, or an editor, you want to make it as easy as possible for the search engine to do this accurately.
SEO (Search Engine Optimisation) is the art of helping potential readers find your content.
I will assume that your goal is to attract readers who actually want what your site has to offer – whether products, services or information. There are also techniques for drawing people to your site who aren’t looking for what you offer, but who might be persuaded to want it: these are sometimes described as ‘black hat’ SEO.