Among the search engines, Google remains the dominant player and continues to rule the world of search results. Google has an extremely complex algorithm that keeps on changing and adapting to the user intent. Google determines the web results by looking for pages that has the highest relevancy and richest content. The relevancy is decided by algorithmically evaluating how quickly it satisfies the user queries. This is where keywords play a major role. Keywords give direct information about how the queries will be based on and is the tool for right optimisation.
Additionally, Google uses tons of factors for determining the rank of a webpage. User friendliness, mobile friendliness, semantics, quality of link profile etc. are some of them.