SEO is the blood that flows into and through your business veins. If the SEO is done correctly, you will get the traffic you want, need, and desire. If SEO is done wrong, you lose money. Don't allow someone to "try to do SEO" for you. Find someone who does SEO as an income stream and as a professional in an SEO business. Since you are here, I know you want or you need correct SEO done on or for your business, program, product, in descriptions, title tags, meta tags, and so on. Yes, Keywords are important, but you need the right keywords and the right Keyword Phrases to get your site on the first page, and hopefully the first spot on Google, or whatever Search Engine you want to rank for or rank on. If you want to rank on Google, you need to use Google Keywords and Phrases. If you prefer to rank on Bing, you use Bing Keywords and Phrases, and so on.