One of the most important things for SEO, is to have a clear keyword strategy.
In order to develop a strategy, first you have to understand who your customers are and which of their questions you can answer. It's not always about getting visitors to your site, but about getting the right kind of visitors.
With keyword research you can understand what web searchers are actively seeking and then create the right content to drive them to your website.
Doing keyword research involves identifying popular words and phrases people enter into search engines- making an attempt to figure out what to rank for. Researching keywords gives marketers a better understanding of how high the demand for certain keywords is and how hard it would be to compete for those terms in the organic search results, offering some direction to optimization efforts.
Here's an example for you:
People who tended to search for mini cooper in the top states, were also searching for gas prices. The SEO team noticed that people in this states were very interested about fuel efficiency when searching for cars. With this analysis and a clear keyword strategy, the marketing team updated the landing pages to highlight information about fuel efficiency. This effort drove more organic traffic, more engagement and better conversion rates.