Keywords are very important in SEO.
Content is king and it is imperative that you have keywords in the content. It needs to be rich and dynamic – meaning you update it regularly.
If you are unsure what keywords you should use on your site, do a competitive analysis and look at their sites. Using seotools like keyword density, you can simply type in the competitor’s URL and it will give you a list of the number of keywords on the page with the density percentage. A percentage of higher than 3% but less than 10% is the best result. If you repeat keywords too often, use synonyms so the theme of the page stays strong.