Keywords are basically words which are used to attract traffic on the website. In simple words while someone searches on google and what all keywords can be used so that your company website link comes at the top. Picking keywords is the process of determining what topics are most relevant
to your target audience or buyer persona and crafting content around those topics. They should be used in a strictly creative sense for structural composition, reasoning, and comprehension, and should showcase your knowledge in a
given field.
For example keywords for fashion website would be fashion styles, trending shirts, latest new shoes etc