When I last checked (I think in January) the http://www.websitearchitecture.co.uk/ domain did not come in the first 900 returns for a search on "website architecture" (in quotation marks). I did some careful keyword planning and wrote text to support it. David uploaded the text and we now come in at No 7 on the first page of returns.
This shows the importance of keywords. First you have to choose them; then you have to hit them. Doing the job properly can save your clients a packet on money website promotion.