Search engines use keywords to categorize your website.
A keyword is 1-5 words that describes a topic. When someone uses a search engine to find what they are looking for, the type their request in the search engine search bar. What they are really doing is providing the search engine with a keyword to go through their database, or list of websites that they know about, and return the most appropriate results. One major factor in the way a search engine categorizes a website to fetch the most accurate results is by analyzing the content of your website and recording what keywords appear. Search Engines will then make the assumption of what your website is all about.
How to pick keywords.
You have to put yourself in the position of the search engine user, or more realistically, your potential customers. What are they searching for when they are looking for a company like yours? Once you have created this small list, you then can utilize some of the many keyword selection tools available online to better optimize your keyword selections.
How can I use Keyword Management to get to #1 on Google?
It is critical that all keyword optimization techniques are implemented. A high keyword density will help achieve higher search engine positions. Keywords should be included in the image alt tags, title tags, header tags, links, meta tags, and content. It is also important that you vary your keyword term and use complementary terms. Use plural versions and similar terms. Writing keyword rich content is one of the most important things you can do in order to reach that overall goal, a high ranking in Google.