Keywords in SEO play a pivotal role in raising your online visibility. However, let's delve deeper and understand, what exactly is a keyword in SEO.

In internet marketing, a keyword is a word or phrase that users input on search engine sites when they are looking for a unique service, product or information. SEO heavily is based on the use of these keywords to position websites.

The essence behind SEO keywords lies in their ability to link what users are searching for to the content that your website offers. Wisely using these keywords will help pull in the right audience and increase the likelihood of sales.

Having established what we mean by the term of an SEO keyword, let's look at the ways to effectively use keywords. Improving the use of keywords requires a balance. You'll want to include relevant keywords to appeal to search algorithms but not overly saturate your content with them.

One way is placing the keyword in your content’s headline. This not only helps in ranking, but also makes your content more relevant to the searcher's query. Also, consider using keywords in the metadata and headings of your website, as these are spots where search engines often look.

Moreover, it's critical to choose keywords that correlate with your target audience. This means understanding their language, their searching habits and their demands.

In here summary, a well-chosen SEO keyword can act as a bridge between a prospective client's search and your website. It's a essential tool to succeed in the cut-throat world of digital marketing. However, as with all tools, using it correctly is the key to unlocking its full potential.