Some unethical SEO's choose to employ renegade tactics such as keyword stuffing. Keyword stuffing is overloading the content or meta tags of the web page with every possible keyword or phrase that relates to the site in many different forms. For example, if your site sells church chairs, or knives, you might think that the word “knives” would be the best keyword to utilize. Well, you may or may not be right, but it’s a good bet that this site sells many different kinds of “knives.” Being able to select the right keywords requires a good understanding of your target audience and what they are looking for.
A bad meta description for our knife site would read as follows: “knife, knives, butterfly knives, switchblade, spring assisted knife, sharp, steel.” Notice that this example has only keywords and no sentence structure. There was no coherency and certainly no call to action inviting the browser to “do” anything.