The words or phrases that most accurately represent the content on a page are called keywords. When users search a word or phrase on Google, they encounter web pages containing keywords related to the query they have made. Keywords serve as a bridge between users' queries and web pages. Therefore, keywords can be considered one of the key elements of search engine optimization. Keywords that are used appropriately in original and high-quality content help search engine bots associate a given page with relevant keywords. However, when the algorithms that become more and more sophisticated with each update detect that keywords are used in a manipulative manner, the relevant website faces penalties.