In a column for Search Engine Land, founder and president of AudetteMedia Adam Audette said keywords act as bait to draw people to a website.
However, he warned companies not to become too obsessed with them because the real "hook" is the content, which he warned needs to be of a high quality.
While he said it is important to pay attention to algorithms and the number of hits a website gets, he asserted that it is vital to focus on what those visiting an online portal actually want.
"Build your SEO strategy around your users," Mr Audette advised.
This comes after Sharon Flaherty said in an Econsultancy blog that content written for SEO purposes still needs to be "interesting", "useful" and "informative".
She noted that the recent Farmer update by Google makes this a particularly important consideration.
News brought to you by ClickThrough – a provider of SEO Services & Pay Per Click strategies.