SEO keywords play a pivotal role in raising your online visibility. However, let's delve deeper and understand, what exactly is a keyword in SEO.

In digital marketing, a keyword is a word or phrase that users enter into search engines when they are searching for a certain service, product or information. SEO heavily is based on the use of these keywords to rank websites.

The magic behind SEO keywords lies in their ability to relate what users are searching for to the content that your website is providing. Strategically using these keywords will help pull in the right audience and increase the likelihood of leads.

Having established the explanation of an SEO keyword, let's look at how to use keywords efficiently. Optimizing the use of keywords demands a balance. You'll want here to include relevant keywords to attract search engines but without overloading your content with them.

One way is to place the keyword in your content’s title. This not only helps in ranking, but also makes your content more relevant to the searcher's query. You should also think about using keywords in the meta description and headings of your website, as these are points where search engines tend to look.

Additionally, it's important to choose keywords that correlate with your target market. This signifies understanding their lingo, their searching habits and their demands.

In conclusion, a well-chosen SEO keyword can act as a bridge between a prospective client's search and your website. It's a critical tool for success in the competitive world of digital marketing. However, as with all tools, using it correctly is the key to unlocking its full potential.