These are the terms/phrases that users type into Google, and site owners/businesses want to be found for, such as web design. If you don’t have a page on your site where you talk about web design, it’s unlikely you’ll feature in the search results for that term. But don’t abuse this or you will be punished; Google doesn’t like being manipulated. Your web pages should focus on providing good information that’s genuinely useful to users performing those searches. Think about why users are searching for a term what information or answers they are looking for. Fill your site with info like that, and Google will reward you by sending users to you. .