Keyword research is performed to identify the keyword phrases that one targets for any SEO and digital marketing campaigns.
“Keyword research is one of the most important valuable and high return activities in the search marketing field. Ranking for the “right” keywords can make or break your website” – MOZ.com
“Keywords are like a compass for your SEO campaigns: they tell you where to go and whether or not you’re making progress.” – Backlinko.com