Embedding keywords refers to the act of inserting certain words and search phrases into copy on your website, with a view to ranking for that keyword. It is a practice that has been widely used since the birth of SEO, so much so that search engines now penalise websites for the unnatural overuse of specific keywords – a process known as “keyword stuffing”. While there is still a place in SEO for using keywords to your advantage, it is essential that your text reads as naturally as possible and does not detract from the user experience in any way.