Keywords in a website are important but apparently there is a fine balance between providing enough keywords and being guilty of "keyword stuffing". Apparently Search Engines have become wise to that practice and now rank a site on a number of aspects :
1) an optimised Domain Name, unless the site owner brands the Domain Name through aggressive marketing, which can be expensive.
2) Keywords, in a balanced proportion. Not too much, not too little.
3) Backlinks. I have found this the trickiest part of website marketing. Unless your website has numerous, QUALITY links from other sites to it, it will not be regarded by Search Engines, which means your site will not be ranked or stand a chance to be listed during a search in a Search Engine.
Thoughts?