Keywords are index terms used to retrieve documents in an information system such as a search engine.

When you talk to a customer through your web site, the keywords are the topic of conversation and the sticking points. They are the search terms that the customer may have entered to arrive at your website.

Things that can be used as keywords are:

  • Services
  • Products
  • Serving areas
  • Personalities

Distilling keywords from existing content is easy. Much more difficult is the job of determining demand and establishing keywords as a part of market research. Both of these we do as a normal part of SEO