Keyword is another term that is used a lot in SEO. A keyword or “”keyword phrase” is a word or set of words that exemplify the brand, its services, or products. Keywords are important because they help users and the search engines better identify what your webpages are about . Using relevant keywords in your title tags, headlines and throughout your content can help to give the search engines a better idea of what your page is about. Just be careful not to overuse keywords, or it can actually hurt your rankings.