Definitely true. Keyword is one ranking factor. Manipulating the keywords and putting more weight to them in URL, Domain name and Title tag would definitely put a great difference to your website.
These are the words for which you want to appear on the top of Google results when searching for them. For example, "used cars", "lawyers in Caracas" or "free sms". Plan ahead each web page and intended 2 or 3 keywords (keywords) per page. That is, do not try to the same web page appears on the top of Google for many words. It will be very difficult to achieve. What keywords (keywords) used? You may have a website dedicated to the car business, but do not know what keywords to choose from. A useful tool is provided by Google in the KeywordSandbox. In reality it is a help to choose words on the program 'AdWords', but we can do much to choose our keywords. For example, when entering the word 'car', this tool suggests 'hire', 'used cars' or 'new cars', besides many others. From this, you should consider a strategy with keywords
Allow me to share this also, selecting the exact keywords and phrases for your website is an imperative part of the process of search engine optimization and making your site more noticeable to search engines and searchers alike.