metadata

There are a BILLION web pages indexed by the search engines, what is your website/company doing in order to be found?
Early search engines, such as the Altavista, ranked pages based on page content and formatting and based on the content of metadata tags. Special attention was paid to bold text or to keywords and summaries in the head of the HTML document

Webmasters figured this out years ago, They packed their pages with irrelevant material to trick the search engines, gaining a high rank. There is very little to be gained by setting keyword and summary metadata in your pages. Then Google came and changed this. Its result was based on true link popularity.