Your customers know who you are, they know your name and ideally have visited your website. What you’re looking for is new customers, people or businesses, who don’t know you or have been to your website. How do you attract their business if they don’t know you exist? Keywords. Being found on relevant keyword searches of potential customers is the end game. Ranking well in relevant, related keywords is how you attract new business on the web. There are two very important words in the previous statement: relevant and related. Let's go over each in a bit more detail.