Keywords are very important in user intent. They can help your audience find your business through what they are searching for. Looking at data from your analytics from your website can help figure out how your customers get from point A (searching) to point B (your website.) These analytics can be looked at through Google Analytics to receive a full rundown on the organic traffic coming into your website. There are multiple ways to improve how you find the keywords for your website. You just have to figure out which one works best for your audience.