Keywords are important because they are the bridge between search engine users and your content. Keywords make it possible for users to find your site.
When you understand the keywords that your target audience is using, it’s like having a bullseye for marketers. They know exactly where to focus their content marketing strategies.
By understanding the keywords that are popular with your target audience, you also begin to understand what their wants, needs and desires are. From there, you can begin solving problems and addressing pain points. Keywords enable you to optimize your website for SEO so that your site and the search engine user are speaking the same language.