ZydoSEO - 3:21 am on Mar 5, 2013 (gmt 0)
There are LOTS of ways to "add emphasis" to keywords in a document.
Emphasis: 1.Importance, value, or prominence given to something.
Yes.. I'm well aware of <em>... and strictly speaking from an HTML perspective, this is one way to "add emphasis". But not everyone sees things though such literal lenses as you seem to.
One can "add emphasis" or "give prominence" to words in an HTML document in many ways... by making it a header element, by bolding it, by italicizing it, and by making font sizes larger to name a just few.
Not everything in life has ONE answer. Just like there are other ways to "Bold" keywords on a web page other than only using <b>, there are also other ways to "emphasize" ("give prominence to", "make standout", or whatever you choose to call it) keywords on a web page than only using <em>.