Keywords are words or phrases that describe the content of a web page. They are the terms that users enter into search engines when looking for information, products, or services.

Types of keywords:

• Short-tail (1-2 words, broad)
• Long-tail (3+ words, more specific)
• Branded (company or product names)
• Geo-targeted (location-specific)

Importance in digital marketing:

• Critical for SEO and PPC campaigns
• Help align content with user intent
• Guide content creation strategy
• Assist in understanding competitor strategies

Best practices:

• Research and select relevant keywords
• Use keywords naturally in content
• Consider search volume and competition
• Regularly review and update keyword strategy