A keyword is what a user enters in the textfield in a search engine. it doesn't have to be just one word, quite often it includes multiple words or entire sentences.
Keywords are important for your SEO strategy. You need to decide which keywords you want to rank for, so you can create content and a link profile that matches those keywords.
Behind a keyword is the search intention, which is what the user actually is looking for. A searcher may use the keyword paris hilton while searching for the celebrity, or while searching for a hotel in Paris: the same keyword has different search intentions.Back