When used in marketing, keywords are usually associated with SEO. Keywords are the words or phrases implemented within your website that help your company to be found easily when users search online for either you, or something you offer. They’re linked to phrases, items or topics that potential customers are searching for.
For example, if your keyword on your website is ‘winter coats’ then search engines such as Google, Bing and Yahoo will know that this is what your website features, and will rank your website in accordance with other websites that also feature those keywords.