What is the significance of keywords in digital marketing, and how do you perform keyword research?

Keywords are the words or phrases people use when searching for information online. In digital marketing, choosing the right keywords is crucial as it helps businesses target their audience effectively. Keyword research involves using tools like Google Keyword Planner to identify relevant and high-search-volume keywords related to a business. These keywords are then strategically integrated into website content, ads, and other digital marketing materials.