Everyone has gone to the websites where the web developer or the content writer has let the keywords get away on them. The idea behind using the right keywords is to get a better page ranking (that's a big part of what Internet advertising is all about) but there's nothing worse than actually going to a site where the keywords have been stuffed into the content so haphazardly, the test sounds childish.
Content Writing Needs To Be Fluent
You need the Internet Advertising that you use to make sure that the reader knows where they can find you, but you need good content writing so that that same reader has something interesting to read when they get to your site.
It's the professional ghostwriter that can balance the keywords with good content writing. Someone with experience wont let those keywords run away on you.