Keywords are really the cornerstone of any SEO program. Your keywords play a large part in determining where in search rankings you'll land, and they also mean the difference between a user's finding your page and not. So when you're picking keywords, you want to be sure that you've selected the right ones. By using the right keywords, your customer base will consist of people who set out to find exactly what your site has to offer, and those customers will be more likely to visit you repeatedly in the future. Keyword research is an ongoing chore. Because your site is likely to change over time, your keywords will also change. Therefore, it’s necessary for you to conduct regular keyword research to see which keywords or phrases are working and which are not, as well as to add new keywords to your list.