Search engines are effectively question and answer machines. Key words refer to the phrases a searcher will put into a search engine to find information and products. There are various online tools that can help to identify your key words such as Keyword Magic Tool and Keyword Gap.

Once you have identified your key words, you can review the structure of your website to optimise it for those key words, as well as creating quality content around key words and phrases to boost your website’s search performance.