Keywords are words, terms, or phrases that people look for when they use a search engine like Google. It might be a brand, product name, or an entire category of products/services.
The more relevant a keyword is to your business, the greater your chance of having someone click on your ad or page to find out more about your product/service. So you should ensure that you use the right keywords that people are actually searching for.
You can use keyword research tools, like Google AdWords Keyword Planner, to see how your website ranks for relevant terms. You can then improve your site based on this data.
If you optimize your site with the right keywords, you will address people’s needs and improve your SEO.