Keywords are the bread and butter of an SEO expert's working day. The effectiveness we mentioned is channeled through adequate keywords. Without them, you may produce tons of content and invest heaps of money, but they won't get you anywhere because you and your potential customers aren't speaking the same language. Nowadays, there are plenty of tools that make the job of finding out what the audience is looking for much more accessible. It's important to remember that search terms change over time. It's a neverending process that requires constant updating.