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The role of keywords in Search Engine Optimization depends on various factors such as which search engine is it that's being targeted and the change in valuations that these different search engines place on keywords. Keywords are the most important search engine optimization element for all search engines. Because the web is so densely populated, there are so many sites in existence and getting a website to rank highly isn't possible with a single keyword, so two or three keyword strings help to maintain visibility and top ranking of the site. Maximum keyword density and prominence is crucial. Keywords must also be included in the title or a heading of a webpage on the other hand over cramming a webpage with keywords isn't good for a webpage because it is considered a manipulation of search results.