Keywords are specific words or phrases that capture the main ideas of a piece of content. They are essential for search engine optimization (SEO) because they help search engines like Google understand what the content is about. By using relevant keywords, content creators can improve their visibility in search results, making it easier for users to find their information. In addition to SEO, keywords are also important in digital marketing and advertising. They help businesses target their audience effectively by identifying the terms potential customers are searching for. This targeted approach can lead to higher engagement and conversion rates, ultimately benefiting the overall marketing strategy.