"Special text" is any content on your page that is set to stand out from the rest. This includes bold, underlined, colored, highlighted, sizing and italic. This text is given weight higher than standard content when it comes to search engines. So, when creating content, use this technique to not only attract the reader's eye to key points, but also to let search engines know that this page contains information about the keywords. Of course, this does not mean you should highlight every instance of a keyword or phrase, but used thoughtfully this technique can create more effective copy for both readers AND SEO.