Keyword research is the practice of investigating terms to discover the queries that relate to your website and the products or services you offer. Strategic search engine optimization (SEO) requires extensive keyword research in order to achieve better page ranking through a variety of tactics. Keyword research typically involves looking at a variety of factors to determine what keywords and phrase best represent your site, are most likely to create business for your website and, finally, those keywords that your individual pages can answer best. Essentially, the focus around the keywords should be to align pages that satisfy and/or answer the query entered by a searcher known as ‘intent’, which does play into search engines evaluation of who should rank and in what position. Keyword research is also, obviously, very important in paid search campaigns. You’ll want to specify the exact words that you would want to buy clicks from and/or any combination of use of those words.