Probably the most critical aspect of SEO content is the use of keywords. Keywords are essentially the words, phrases, or sentences individuals search for or associate with a brand or topic area. To effectively conduct keyword research, brands may spend several hours or even days looking into words or names that customers associate with their business. These keywords must be focused on the specific brand in question to avoid throwing off search engine users. This area of SEO content generation is an often rushed or overlooked step in the process and, if not conducted correctly, can be damaging to any marketing effort. To give an example of why keywords are so important, let’s imagine an SEO content campaign at a hypothetical technology company that we can name “Pear.” Imagine “Pear” is a leading manufacturer and distributor of electronic goods. They develop smartphones, laptops, earphones, and more. Let’s say “Pear” is conducting keyword research and wants to gather more individuals for their new product. If “Pear” focuses its efforts on fruit-related content, it will undoubtedly capture individuals researching pears (the fruit) but will not capture the attention of their target customer. If the same company were to create content that included phrases like “smartphones,” “electronics,” or something similar in their website content, then they would avoid capturing the wrong audience and would have created a much more successful campaign. These small changes can make a huge difference for companies seeking better SEO rankings.