A 'keyword' is a term used in SEO to describe the phrases a customer uses when they search in Google.

For example, say I'm looking for someone to fix my boiler. I would likely search the term 'local plumbers' into Google.

Here the phrase 'local plumber' is the keyword I use when I search.
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So, when you are picking keywords for your company, pick phrases that your customers will search to find a product/service/information like yours.