Keywords are, to put it simply, what people type in when they search. Search engines use these keywords and phrases to help find relevant content that matches the intent of what someone is searching for. When you are developing your campaigns with a digital marketing agency, one of the first things to focus on is what keywords you want to target. You will want to focus on keyword phrases; often called long tail keywords; that are targeted to your niche in your area when doing local search engine optimization.