You may already be aware that having keywords in your website content can help your SEO, but what is even more important is that the content is used in the right way, and in the right places. It is not enough to simply insert keywords anywhere, and worse, doing so excessively can damage your rankings, as Google consider this to be ‘keyword stuffing‘, which is a big red flag to them.
You need to get the balance right though, as what you don’t want to do is go too far the other way and have little or no keywords in your website content. While Google is very much against practices like keyword stuffing, they do need and want you to use keywords.
They are an important factor in helping Google identify what subject a website is about, and thus allows them to make their search engine results more relevant.
