Keywords is a specific word or phrase you use to search for a website or for more information on a topic.
Keywords are ideas and topics that define what your content is about.
They are the words and phrases entered into search engines, which are called "search queries."
Keywords are important because it link what people are search and how to fill in that need. The ranking goal is to drive traffic to your site from SERPs, and the keywords will determine the kind of traffic you get.