If you have researched SEO in any way you will have undoubtedly discovered a lot of discussion about keywords. Keywords and their importance to SEO have had many business owners scratching their head wondering how they work.
Even to those with a modicum of marketing knowledge keywords can be a source of huge frustration as they try to work out which ones to optimise for, and where to have those keywords positioned on their website, or on other websites in links back to theirs.
The reason why the positioning of a keyword is so important is that Google has a pecking order of those positions which their algorithm refers to when it is calculating the relevancy of the keywords. The pecking order is in effect Google’s order of importance, and how much weight it gives to a keyword in determining its relevance.
How that order is was decided upon, only Google knows for sure, but the consensus amongst SEO experts is that it relates to the difficulty with which anyone building and ranking a website would be able to position a keyword. The harder they think it would be, the more power they give it in terms of ranking for the keyword, and the easier it is, the less power it gets.