That’s why keyword research is usually the first step of any SEO campaign.
Put another way:
Keywords are like a compass for your SEO campaigns: they tell you where to go and whether or not you’re making progress.
As a bonus, researching keywords help you better understand your target audience. That’s because keyword research gives you insight into what customers are searching for… and the exact words and phrases that they use.
In other words: keyword research is market research for the 21st century.