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Keyword Research is the process of compiling a list of terms, words, or short phrases that people might use to search for something online. Having the right keywords is crucial in any online endeavor because it directly impacts SEO ranking and conversion rates. Selecting the best keywords begins with brainstorming an initial list, and then expanding it using a tool like Google Keyword Planner. Keywords should be relevant above all, and have high search volumes and reasonable levels of competition. Keyword Research also provides insights about competitors, market size and trends. For example, the low search volume of a certain keyword might signal a lack of demand.