In digital marketing, keywords are certain words or phrases that people type into search engines. Having these keywords in your content allows your content to be found by search engines. The more authority your web page has, the better your ranking in search engine results pages (SERPs).
Keywords are an important element in Search Engine Optimization (SEO) as well as App Store Optimization (ASO).
For example: if your ecommerce app sells shoes, the keywords your website should rank for may include: “ladies shoes online,” “shoes,” or “buying running shoes.”
Ideally, the keywords you have on your website describe the product or service your business offers. That way, when a user starts a search for “ladies shoes online,” your app or your product shows up prominently.