Zorro is the only exception to this; he wore black. When it comes to using keywords for your site do not simply pepper it with them lest you suffer a penalty. Keyword stuffing is frowned upon by search engines and users alike. However, strategic keyword placing is good. Trust an SEO expert who will build a campaign that uses a proven process, creates original branded content and monitors relevant metrics. There's a lot of misinformation online when it comes to SEO. It seems that over the past few years, everyone has become an 'SEO expert'. So don't be afraid when the agency tells you about changes that need to be made, regarding the way your online presence is run.