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Keywords are an essential part of any business's topic. A keyword is used every time people search for a phrase. It could be as basic as a 'tennis match' or the 'best cafes in town' Keywords can help clarify to your viewers what your company offers. By targeting keywords on various pages of your website, Google will be able to rank you for those keywords. Keyword research can reveal what customers are searching for rather than what you believe they are looking for. It uncovers which search terms your competing companies are ranking for.