SEO is about more than just packing search terms onto a page, and keywords are not the only thing that will help PageRank. Increasing the number of other pages that link there, increasing the capture rate, and updating the content of the page regularly, can all play into the ranking of, and in what searches, your webpage will appear. Smart SEO is about knowing how to balance all of these things together, to create the best opportunity for the people searching, to find you.
It won’t matter if people can find your page if there is nothing there for them to engage with when they land there. Quality content is well written, captures attention, and begs to be read. Good content writing is put together in such a way as to draw as many people in as possible; great content writing is about keeping them there afterward. Landing times for most pages are measured in seconds. This means that you have a very short window of time to grab your audience. The first thing that someone reads when they land on your page should be a piece of content which has been designed to keep them there.