In web analytics and search engine optimization (SEO), a keyword is a term or phrase that users enter into search engines to find specific information. Keywords are essential to SEO because they help determine how relevant a website's content is to users' search queries, which in turn affects the site's ranking on search engine results pages (SERPs). For instance, a website selling garden tools might target keywords such as garden tools, buy garden tools, or garden supplies online. By optimizing the website's content, meta tags, and URLs with these keywords, the site can enhance its visibility and ranking in search results related to garden tools. Analyzing keyword performance also allows marketers to understand user intent, refine content, and attract more targeted traffic to their website.