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

In online advertising, a keyword is a word or phrase that users enter into search engines when they are trying to find a unique service, product or information. Search engine optimization (SEO) heavily relies on the use of these keywords for website ranking.

The magic behind SEO keywords lies in their ability to associate what users are searching for to the content that you’re offering on your website. Effectively using these keywords will help attract the right audience and improve the likelihood of leads.

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 will want to include relevant keywords to appeal to search algorithms but not overly saturate your content with them.

One way is to place the keyword in your content’s headline. This not only helps in optimization, but also makes your content more likely to be relevant to the searcher's query. Also, consider using keywords in the meta description and headers of your website, as these are places where search engines tend to look.

It's also essential to choose keywords that align with your target audience. This implies understanding their language, their search behaviors and their demands.

In summary, a well-chosen SEO here keyword can be a connection between the user's search and your website's offerings. It's a essential tool to be successful in the aggressive world of digital marketing. However, its full potential can only be unlocked when used correctly.