Keywords are one of the building blocks of SEO. It lets you discover the language your customers use to research your industry so you can appeal to them better and convert them more effectively.
For example, if you sell running shoes, you can target keywords like “men’s running shoes” and “women’s running shoes” to attract traffic.
Ideally, you want to find keywords that would only appeal to your customer demographic. Some of those keywords may not have a lot of searches — like “men’s size 9 marathon running shoe” — but they’re so specific that the person searching for that keyword is probably ready to buy. It is also important that your keywords are relevant to your business. If your customers want a specific service, but you don’t offer it, you shouldn’t target that keyword.