Build it and they will come. This is not necessarily always true, and if you own a Web site, you already know better! We all know to maximize our traffic, we need to have good search engine rankings. We work hard at developing our list of keywords, placing them strategically on our sites, and we hope the search engines will index them and give us a high ranking. We subscribe to newsletters, buy books, and do everything we can to learn about improving our positions and nothing seems to improve. After doing this, and even after getting some good rankings, our traffic may not increase at all. What's wrong?
Here is an example: Suppose you had a site with classified ads for drilling equipment. When someone searches the Internet for classified ads, many search engines give the highest rankings to sites having the exact "string" of keywords the surfer used to search. This "string" is called "key phrases."