Years ago, the way to attain the first listing on a Google search results page was to stuff your content full of keywords, both on page and behind the scenes. But that copy was painful to read and provided no useful information.
Search engines noticed the keyword-stuffing tactics and adjusted their algorithms to penalize websites that offered no value. Google, Bing and other search engines continue to revamp their systems to ensure that what appears in search results is useful, relevant content that helps users accomplish their goals.