Terms matter. It's critical to know how your users are referring to topics and mirror their language on your site. But search engine optimization is about more than just sprinkling the right keywords throughout your pages. Google now looks for quality signals like a lower bounce rate. These quality signals let search engines know whether or not your content met searchers' needs and intent. Instead of focusing exclusively on keywords, write quality content that meets users' needs. You'll create a win-win: an excellent user experience and a signal to spiders that you can answer searchers' questions.