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Keywords are specific words or phrases that are used to capture the essence of the content, topics, or themes within a piece of information. In the context of digital marketing and search engine optimization (SEO), keywords are terms that online users enter into search engines when looking for information. Businesses and content creators use keywords to optimize their content so that it ranks higher in search engine results, making it more likely to be discovered by the intended audience. Effective keyword research is crucial for understanding what potential customers are searching for and tailoring content accordingly.