Keywords Redundent?

who is he to judge?

[Skylo]

Hi all,
My boss insists on the fact that keywords are no longer important! When did i jump off the crazy train? Whilst i agree that they probably don't hold such relevancy as they once did, I cannot agree with this mindset.

Also this company has for years been insistant on building your keywords around your content. We do the research for possible keywords and we do that bloody well. One only has to look at the SERPS. But do you not agree that this is an old way of thinking. All this leads to though is lots of chopping and changing and lots of misunderstanding between the product department(full of the copywriters) and the SEO/development team.

Can any one give me asome ammo to hit back with?

Happy surfing y'all