For SEO, consider the association between your site and your target search engine users...

Association (also referred to as Relevance) is one of the 3 key sides to SEO (alongside Accessibility & Authority).

If the words on your site do not match the words that someone types into a search engine; then your site is not "associated with" or "relevant to" their search, and thus your site will not be listed in the search results.

See how to emphasise your relevance.

You can build a stronger association with relevant search terms by ensuring you have an optimal density of keywords. Also consider being geographically associated with the search engine users who you want to attract, via Language & Territory optimisation.