You have optimized your website content in the hope that it will rank on Google so that many more people can see it. This will help you attract more business. Or you can hire a content writing company to write SEO optimized content for you. Once the crawling is done, Google indexes your website accordingly. Now, when someone posts a query on Google looking for the “Best HVAC Company in Minneapolis,” Google displays links from your website if it contains the keywords “Best HVAC Company in Minneapolis” or similar phrases as mentioned in the query. So keywords are the primary means through which search engine crawlers get information about your website.