Picking the best keywords is essential for your SEO and SEM campaigns to reach the right customers

Keywords are your business’ best friend when it comes to getting seen online. Keywords let search engines know what products or services your company provides so customers can find you when they’re searching online.

When customers search for businesses like yours, they’ll use certain keywords to find what they’re after. Those are the keywords you want to use in your web content. When you’re improving your website’s search engine optimization (SEO) or investing in search engine marketing (SEM), keywords ensure that you reach the right customers—and that you don’t waste ad dollars targeting the wrong customers.