A keyword is a word or phrase that represents the main topics or content of a website. Keywords are of great importance for search engine optimisation (SEO) as they help to determine the relevance of a website for certain search queries. Careful selection and placement of keywords is crucial for websites to be visible in search results for relevant search terms. By integrating keywords into titles, headings, text and metadata, web designers and marketers can increase the likelihood of their website being found by search engines and visited by users looking for the information, products or services on offer.