Nowadays, SEO isn’t as simple as selecting the right keywords. Nor is it purely about keyword density. Sure, these are important factors for SEO and should definitely be considered. But there are many other factors that go into the recipe of a successful SEO strategy.
For example, Google now rewards websites that load quickly, by providing them with a higher position on the results page. On the other side of the coin, websites that load slowly can be penalised with a lower ranking. For this reason, I spend a lot of time ensuring that my client’s new website is fast to load.