Keywords are the search terms people type into a search engine. For example, if you're looking for a good café in Hawthorn, you could type "good coffee in Hawthorn" - that is a 'keyword'. When you learn what keywords people are using to find products or services you offer, you can align your website accordingly - connecting your business to potential customers. However, Google is getting smarter by the day and it knows that 'good coffee in Hawthorn' has the same intention as 'Hawthorn good coffee' - so you shouldn't stuff your website copy with every keyword variation - people first; machines second!