Keywords therefore have a big impact wherever they are used online and you should make sure your keyword strategy is:
1. Planned in advance of any major digital work, taking care to analyse and understand the terms and phases your target audience is really using (not just those your client thinks they should use)
2. Incorporated in your onsite efforts, such as: Page titles, Meta Description and body copy (including semantic headings & structure)
3. Communicated to other parties, such as your PR company and external copy writing / translation agencies.
4. Reviewed and updated on a regular basis, to ensure you are still getting the required traffic and conversions. This is an evolving situation after all, where new sites and efforts are always changing.