SEO, known as Search Engine Optimization is an organic way of driving traffic towards website, local directories, and social media handles using some keywords. It is one of the cheapest ways to do Digital Marketing. Basically, it is optimizing your web pages, social media handles, etc., using some specific keywords (maximum 4-5) related to your business. When your targeted users/ audience will search for something using those keywords, which you have also mentioned in your business portals, then there are high chances that search engines might show your business to them. For example, if someone is searching for IT training near them, and your business offers that. And if you have mentioned these keywords in the content of your webpage, the search engine might show your page to them, and the person can then contact you through details on the landing page. And with this you have increased one more student in your training institute.

It might seem simple to you while reading, but it is not. You have to do a lot of hard work to find appropriate keywords for your business. Okay, let's talk about some points you should definitely consider while doing SEO.

• THINK LIKE A CUSTOMER- You should try thinking as a customer or user, when deciding keywords. Think about what words, or phrases you can use as a user searching for something related to your online business. Doing this will help you find more appropriate keywords for your business.
• USE ONLINE TOOLS- Before finalizing a keyword, you should check its ranking with the help of tools available online. There are many free and paid websites having features to check keyword ranking, and giving relatable keywords to your business. For example, Google Search Console and Google Keyword Planner. 
• TITLE TAG, META DESCRIPTION, HEADING, ALT TAG- Apart from main content, you can even include your keywords in title tag, meta description, alt tag, and heading. Using keywords there will help Search Engines to easily find, and rank your webpage above other pages.

But you must be aware of certain pitfalls while using keywords for SEO, such as:

• You should not use keywords too much because search engines can then consider your content as spam.
• Your content including keywords should not be irrelevant to your business.
• Not changing your keywords with time is not a good thing, as it might not match with the trends, and would make your content old. To keep your content afresh and updated, changing keywords according to time and trends is necessary.

I hope this will be informative and helpful for you.

Thank you.