Great question! Keyword research helps you determine the keywords for which you should optimize the current and future pages of your site. Like if your new small business sells employee scheduling software, but you discover that “employee scheduling tool” has higher search volume and lower competition than “employee scheduling software,” you might want to change the copy on your website to reflect that. Keyword research is a way of determining which queries people are entering into search engines so you can publish pages that will show up as results for those queries.