Though people search for various reasons the act of searching is performed in similar way. People go to the Search Engines like Google.com and type in the word that directly represents what they are looking for. At times people type a phrase as well. The whole idea is that people are typing so that they reach a destination. For this they type a phrase, a word, a sentence. They hope to reach a proper Site / Blog / Social Profile that gives them or connects them with the required information.
If at all they are not satisfied with what they find then they refine their search query.
There are specific online tools to enable you in understanding on what is the rank of the words that are used in Search. In other words the tool enables you to know which words are used by many people to do a certain Search. Once you identify the words then you need to cross check if they are relevant to your content and what you / your Brand / your Business will stand for. If it makes sense to use the words then by all means do go all out and use them. These are your Keywords. When you use Keywords remember to not clutter your content and not stuff your article with unnecessary usage of Keywords.
Keywords are to be used in an intelligent way. Use them on your Site / Blog / Social Page.
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