How do I know if our webmaster is doing his job?

[TTP mk2]

Hi e-richard,
Why are keywords less important?

Because search engines take less (no) notice of them now.

One reason is that it's all too easy to put (say) a competitors product name in your meta tags, thereby fooling people into visiting your page when they are looking for a competitors product.

[Mountain Goat]

But 'keywords' can be massaged by increasing the frequency of the relevant words in your text?

And it would be nuts not to include one's competitor's 'product' in your text and pull 'em in that way. A simple way of doing that is putting in distance and time tables to all your most popular competitors.....

MG