Every word that is on your website is a searchable clue that your customer can use to find you. It is important that you are as precise and specific as possible when you are reviewing your site and your business with your web consultant.
No one can know what you do better than you do. If you are selling lawn mowers and tractors, your lucrative side business of other yard tools like pruners and shovels may be overlooked as keywords.
Unfortunately, you may miss the opportunity of inviting a customer looking for a specific $20 pruner into your shop. This same customer may also be in the market for that $3000 tractor that you have on sale this week.
Words that are included in graphics, brought into frames from other pages, or words that are part of logos are not searchable. These words need to be incorporated into your website in other ways.
Good website planning of key words is crucial to getting the maximum marketing dollar out of your website.