3.2.: Advanced

By including and properly emphasizing - making prominent - some of the key elements, websites may not only attract exactly the people by whom they were meant to be seen, but also increase their chances of sending proper signals of relevancy for their related sub-topics. Consider a thematic hierarchy for your website, much like you'd encounter in any other well edited publication.

Meaning a successful website may be using to the point, generic keywords for its main theme on its main page(s), and more targeted, but none the less well researched keyphrases for its subsequent areas. You can't, shouldn't and needn't cram all the related words on the same page.