Keyword
A keyword is the phrase people type into a search engine; it defines which question content should answer.
Planning
Volume, competition and intent (information, comparison, purchase) are weighed together.
Reputation
Searches like "brand reviews" or "is brand a scam" are tracked; strong, accurate pages answering them replace negative results.
Frequently asked questions
Does repeating a keyword help?
No; natural content that fully answers the question works better.