Keyword research and targeting is an important aspect of SEO because it helps identify the words and phrases people use to search for products or services like yours. By understanding which keywords and phrases are most relevant to your business, you can create optimized content for these keywords and improve your website's ranking in search results. There are many tools and techniques that can be used to conduct keyword research, such as keyword planners, analytics tools, and customer surveys. Once you have identified the most relevant keywords, you can use them to optimize your website's content, meta tags, and other on-page elements and inform your off-page SEO efforts, such as link building and social media marketing. Regularly reviewing and updating your keyword strategy ensures that your website continues to be visible and relevant to your target audience.