Search engine algorithms combine hundreds of factors to determine where your site appears on search engine results. Being different is acceptable. A comprehensive keyword research enables you to discover which words work in your line of field and attract the most attention. It also provides you with opportunities to create new content or improvise your previous posts by including relevant keywords. White Hat SEO are keywords tailored to a particular audience and fall within SEO best practices. So, not only have the algorithms gotten smarter, Google has implemented machine learning to better understand search queries through their RankBrain technology.