Keyword and phrase research should underpin any writing for the web work. It is important to identify the keywords and phrases that are relevant to the copy your are writing and that will help people to search and find your content.
The aim is to generate a list of words which:
People tend to search for more than one word when they are looking for information. Even if people start their search with just one word because they are unsure of the what they are looking for, they will often go back and amend the search, adding other words before or after the main keyword. Search engine results are based on keyphrases and not just keywords.