What are keywords in SEO?

The answer

Keywords are the words and phrases people use when they search, and in SEO you study them to understand what your audience wants. Good research starts with your audience: note the words customers use, check search suggestions and read the queries already shown in Search Console. Then match each page to the intent behind the phrase, since a definition page and a buying page serve different needs. Write naturally, because repeating a phrase unnaturally is treated as keyword stuffing.