Keyword matching is a technique used in search engines and digital marketing to connect user queries with relevant content. It involves identifying specific words or phrases that users enter into search bars and finding web pages that contain those same terms. This helps ensure that users receive the most relevant results based on their search intent. In the context of search engine optimization (SEO), keyword matching plays a crucial role in improving a website's visibility. By strategically incorporating targeted keywords into content, businesses can enhance their chances of appearing in search results, attracting more visitors, and ultimately increasing engagement and conversions.