Part of good website design has to do with the proper use of keywords. These are words or phrases that appear within your website’s content and help to get your website a higher Google ranking when someone searches for your products or services.
For instance, if you are a Kitchen Remodeling Company in Houston, these keywords and phrases could be Kitchen, Remodeler, Kitchen remodeler, and Kitchen Remodeler Houston. Proper placement of these terms and variations of these words is crucial and should be carefully done by a knowledgeable website designer to prevent over-optimizing.
Companies such as Google have programs that are continuously checking content to ensure that the same words and phrase(s) aren’t being used over and over again. These programs might consider this spam and if so, your website could be removed from their indexes or your company could be penalized with a lowered page rank.