1. Keywords do matter
When it comes to choosing your keywords much caution should be employed since you choice will affect your site for years to come. And although the Google SEO guide addresses keywords quite briefly there are some few basic factors that should always be at the back of your mind. For instance, if you are a small enterprise looking to use keywords that are already being used by a larger cooperation much caution should be exercised. This is mainly because out ranking a larger site can be quite a task, this is not to say that it is entirely impossible either. On the same line, note that short keywords are more preferred than long keywords since they match a wider variety of possible search queries. Lastly, make sure you do your keyword research using paid or free tools; this ensures that the keyword you choose receives the amount of traffic that is appropriate to your site.
2. Google is not King
The most important thing that Google doesn’t tell you and probably never will is the fact that it dominates search less and less every year. Although it is still true that Google sends more traffic to sites than any other search engine, you should always make a point of checking on what other search engines have to offer, that is unless you want to ignore thousands of potential visitors.
First rule of survival in the online; don’t take everything at face value. Read here for more info.