Keyword research is essential to a successful SEO campaign because a strategy based on keywords that your target audience isn't searching for is a complete waste of time.
What you will learn:
1. Understanding search intent and how to utilize it in your keyword strategy
2. Discovering competitor research techniques as it pertains to SEO and how to best apply it to your strategy
3. How to apply your research in the strategy and planning process
Why it's important:
It is important because keyword research is the foundation of practically any SEO strategy. If it is not done correctly, then the entire SEO strategy will be a huge waste of time and money.