Don't Judge a Book By It's Cover - But Do Judge a Web Page By It's Title
Don't judge a book by its cover, but do judge a web page by it's title (because Google and Bing will). The page title is what appears in the top bar or tab of your browser.
Take for example a page title "SEO". This page title lacks a specific focus. The title is so vague, that there will be no competitive advantage for that phrase in the search engines. A page title should utilize several relevant keywords that relate to the information on that page.
If this page was describing the SEO services of a marketing firm in Vancouver, BC; a more appropriate page title would be SEO Specialists in Vancouver BC. If you were doing a search on Google for the term Vancouver SEO Specialists, which page title do you think would get a better search result?
The more specific and targeted page title will have an advantage. There are many other factors to consider when working on optimizing your search results, but page titles are important enough that they should not be ignored.