In SERP (search engine result page) keywords are most important factor when any one search for any keyword in search engine than search engine crawl word wide web and gives result according to that keyword. But if you think that only using keywords in your meta tags can put you in higher serp’s than its wrong because search engine may consider many other things I am going to explain one of them which is related to our topic. “according to search engine guidelines The keywords you used in your meta tags are also repeated in your content, more repetition increase the density of your keyword in your page “. If you are not using keywords in your content than it cant work on serp’s. Also other factor such has outbound links, link popularity, visits etc affects the serp’s.