SEO is keyword-driven.
Keywords are actually the string of words that people type into Google (for instance, something like “seo Roanoke va”), which is essentially treated as one phrase in Google’s search results. These are referred to as “long tail keywords” in marketing jargon. Good SEO creatively incorporates these long tail keywords into website content that is useful to the reader AND serves to make the site more visible to Google.
Have you ever noticed how quickly your search results pop up once you enter your search terms into Google? They usually pop up in a fraction of a second. Google isn’t searching and analyzing the entire internet in real time…even they haven’t figured out how to do that yet. Any time you enter a search on Google, you are seeing a snapshot of the last time Google crawled a site…a living archive of sorts. Google sends out search engine crawlers (software designed specifically for this purpose) to read your site, decide what it feels your site is communicating to readers, and assign your site’s importance against other similar sites. The more you update your site, the more often Google goes back to check on your site. This keeps your search results up-to-date and maximizes the exposure of new changes to your site.