Context is extremely important for the search ranking calculation. This involves the relationship between your keywords and the content of the page.

Use the optimal keyword definitions for each of your pages. Make the keywords specific and relevant to your site. The keywords help the search engine match your page to what your audience is searching for.

Content is what your audience is looking for. Search engines know this, so they determine the context of the keywords with the content of the page. Maximize keyword matches to the content you offer. A better context results in a better ranking.