But if you ask if keywords matter to Google’s indexing and retrieval system, the answer is absolutely yes. Why Keywords Matter In SEOKeywords are the key phrases commonly used by consumers to find what they are looking for online. Keywords Help Indicate User IntentKeywords are directional. Keywords Help Find Quick WinsFinding quick wins or striking distance opportunities, especially for keywords that bring in conversions for other channels, should be your quickest path to improving organic visibility. Keywords Help Drive TrafficMost traffic occurs on page one of Google.