It will also look for relevance matches. For example if you sell candles you should have words such as wax, wick, holders, flame and so on contained in the pages. The search engine is using a database derived from a thesaurus and comparing words to find out what the site is about overall. This allows the search engine to determine if you are making candles, selling candles or using candles for decorating. Anyone searching for either of those subjects does not want results for the others.

We advise using a thesaurus to get keywords and use them in your pages to make it clear to the search engine exactly what your site offers.

For example a website that is telling the history of squiggle bots will rank higher than a website that just has one squiggle bot for sale. By having words relevant to squiggle bots.

So to insure that we have "Squiggle Bot" relevant content we will add a history page to our website and make up some stories about the evolution of the squiggle bot and so on.