Advertisers believe product placements lead to increased awareness and positive attitudes toward the brand. The SEO people are engaged in bringing the organic hits, while the digital marketers aim at total online existence (of a company) that goes beyond SEO. Domain authority (DA) and Page authority (PA) in particular are two factors that you should always consider, apart from relevance, before choosing a domain for backlinking. Ranking highly for search terms which are known as keywords increases the visibility of a website and leads to a higher number of visitors to the actual website. The biggest mistake I find search engine optimization (SEO) copywriters making is attempting to substitute a generic term for a specific keyphrase.