When searching for a particular topic, you don't often pay attention to the details behind the "keyword" your mind holds in place while scrolling through search results. Because our short-term thinking is objective driven, all you really notice is that particular phrase or topic grabs your attention when scanning pages of content, causing you to investigate further. Clicking a link or seeing that keyword jump out at you in a paragraph doesn't just satisfy your curiosity, it gives a sense of accomplishment and reward.
In simplest terms:
Effective marketing requires you to tell customers you have what they want, point them in the right direction, and provide them with value.
Just as a search engines seemingly know what you want before you tell them, and provide you with relevant results (and then some), your business needs to follow suit in appealing to your target audience. While knowing your industry certainly helps in shaping how you are able to satisfy the needs of your customers, implementing the right terms and keywords across your site creates a definitive path for them to follow. Your website is more than a simple representation of what you offer, it's a funnel that should be optimized to give your visitors EXACTLY what they want.