SEO involves researching keywords or phrases. Today, SEO focuses much more on context, and you are unlikely to be successful by just the same keyword or phrase all over your site. Instead, you need to create quality, engaging, unique content that tells a story. More people are using long-tail key phrases in searches. For example, people no longer just type in “shoes” if they are looking to buy shoes online. Instead, they type in something more specific, like “sale on black heels with a red bottom sole.” This means your keyword/phrase strategy needs to be well planned, well researched, and implemented carefully as to avoid any “black hat SEO” techniques like keyword stuffing or other other strategies that could be considered unethical.