Keyword
A keyword is the term or phrase a user types into a search engine. It's the starting point for structuring content and targeting an audience.
Each page targets one primary keyword and several close variants. The choice depends on search volume, competition, and above all the intent behind the query: informational, transactional, or navigational.
Building a site without keyword research means guessing what visitors search for. A page aligned with a real query draws more relevant traffic and converts better.