Let's first answer this question in a simple way.
As you probably know, search engines work by analyzing Internet users' queries: that is, what you type in the search bar to offer the most suitable results possible. job function email list
The details of the algorithm (the software that returns the results) used by Google are unknown. They are constantly modified by the American giant's engineers.
And since queries are analyzed in terms of keywords, the goal of keyword research is to predict the query(s) that will be typed by your prospects to find out about your services.
Then we optimize the web pages for these keywords, and we do our best to make them appear in the first results of the first Google search page.