What is keyword search?
Wikipedia defines keyword search as a search algorithm that "is an algorithm for finding an item with specified properties among a collection of items". How do you understand how searches work so you can optimize your content to be found?
Everyday, millions of searches take place on Google, Bing, and all the other search engines out there. People essentially type in a word, or set of words to find something they are looking for. These search engines then cross reference content on the web to deliver results for you to choose from. The key to people finding your content over someone else's is to optimize your searchability to be as specific and relevant as possible. Typically, the more specific the better. Searching "shoes" is going to give you a pretty broad result, however, if you are looking for "brown dress shoes" you will have a more targeted result. Keeping this in mind when optimizing your pages and content to be searchable will help people find you via search engines.
So how do you do it?
There are a lot of tools out there to assist in making your web content searchable. Google AdWords offers a keyword planner for free that you can utilize to help narrow down what words are being used, and where your content may fit in. You can type in words and see how many people are searching them in a given time, and they even suggest various related options. Using things like AdWords will help you narrow down the best strategy for ranking your web content to be seen by the people you are trying to reach.