If you're running an aggressive content marketing program, you probably have SEO elves who divine what keywords to use. Keywords get your content found faster and more frequently.
The best relevant keywords have a high search volume (a lot of searches using that word or phrase to find content related to what your firm does) AND a low keyword difficulty (making it relatively easy to get results that position your content near the top of the first page).
That's the Holy Grail.
Then you see the list of recommended words churned out by a keyword generator, and you think, "How am I supposed to use any of those in a sentence?" The vague non sequiturs and grammatically incorrect phrasings seem misguided at best.
But SEO is a mystical practice that works in mysterious ways.
My keyword-stuffed website used to turn up in the right searches, until I converted it to a blog and cut the copy by two-thirds. The keyword crumbs I had laid for prospective clients got swept away. My bad! In time, I'll lay a new trail, and my inbound marketing groove will be back on.
Lesson learned: Believe in SEO elves and use keywords faithfully.