Keywords are the bedrock of internet search.
Developments in image recognition and voice search may change the meaning slightly, but keywords for search are still dominant.
A keyword is one or more words and can be determined to exactly match a search or to match to similar and related words.
Increasingly artificial intelligence enables browsers to determine which of several meanings the searcher is looking for. Google, for example can identify a post code.
Google can also determine if the query has local meaning, "plumber" for example might provide a list of local plumbers.
Long tail keywords (with four or more words in them) tend to be less competitive and more exact.
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