Keywords are important for SEO. When you envision the process of drawing visitors to your website, picture keywords as the road signs that direct the appropriate traffic in your direction. The reasons that individuals are searching for a particular keyword is that they want to find unique and relevant content about a particular subject. If you can provide this content then your visibility will be significantly boosted in search engines. Each page of your website needs to have unique content. Unless you are already a gifted writer this will likely require the services of a freelancer or SEO company which can provide you with the unique content that you need to increase the relevance of your site when individuals search for certain keywords.
Duplicate content is a dangerous plague that must be avoided at all costs. Here is the simple rule about duplicate content and how search engine algorithms view it. When a search engine algorithm sees the exact same content on multiple pages all of the pages are immediately moved down on the relevance scale, greatly reducing the likelihood that the individual who is performing the search even sees the page. If you want to avoid this scenario the content of every page of your website must set it apart from the competition.
Creating genuinely unique content takes some effort, but it is well worth. You should be aware that in trying to bait potential customers to visit other pages on your site if you use content from other pages you run the risk of being bumped down the relevance scale if the algorithms consider it to be content duplication. There is no need to run that risk when there are several reliable writing groups to hire to create unique content for your site that will help to drive up site traffic. Unique content on your website is definitely a key to improved sales.