Search Engine Optimization ( SEO )
What the engines do care very deeply about is RELEVANCE. The Search Engines are in the business of providing relevant answers to user questions. The more relevant the result the more value the user places on the Search Engine and the advertising dollars the engine can command.
How do the engines descide if you are relevant?
Where should you use your keywords
What does that mean, context?
With the advent of Latent Semantic Indexing ( LSI ) the engines are now looking at the context the keywords are used in as well. For example, if you have a keyword set that includes Goffstown Signs, then it would make sense to have an address in Goffstown, be talking about interior signs, exterior signs, truck lettering, banners, etc. If you don't do such things, then perhaps the engines wil conclude that you are not about what you say you are about.