In SEO, what are keywords?

Keywords are fundamental components of search engine optimization (SEO) and pertain to the terms or phrases that users input into search engines when they seek information, products, or services. Recognizing and utilizing the right keywords is critical for enhancing a website's visibility in search engine results. By optimizing content with relevant keywords, businesses can align their offerings with user search intent, thereby attracting more targeted traffic to their websites.

Using keywords effectively allows marketers to develop content that resonates with users' needs, making it more likely that they will find and engage with the site. This practice directly contributes to improved rankings in search results, as search engines use these keywords to match queries with relevant content.

The other options do not accurately define keywords in the context of SEO. Elements of website design pertain to the visual and functional structure of a webpage, metrics for assessing website performance focus on analytics and KPIs, and the cost associated with online ads relates to pay-per-click (PPC) advertising rather than the organic search process influenced by keyword optimization.