More and more people are using search engines nowadays.
I'm sure you yourself use Google, everyday perhaps.
I know I do.
I use it to find information, to find stores, to find products, and pretty anything else that I need.
It has totally replaced my trusty Yellow Pages of old and my encyclopedia (I now use Wikipedia and Google).
The results that I and other searchers see is based on the keywords we enter.
So if I was looking for, say, keyword research tool, the search engine I'm using would look at its list of indexed websites, check to see what keywords the site is focused on and then it will show me the most relevant sites focused on my keyword.
So if you had a keyword research tool, but on your site your most used keyword was internet research tool, then your site wouldn't come up in my search and you would miss out on a potential audience.
This is where keyword research is so important.
It allows the right audience to find you.
And you have quite a bit of control over that audience just by focusing on different keywords.
And yes, you can have different pages focusing on different keywords and then you can gear each page to its specific audience.
Target the right words and you will be able to drive qualified traffic to your site.
These visits don't always come from big top level words like cars, but rather they come from longer search terms like 'red sports car.
' With the longer phrase, you have more of an idea of what the searcher is looking for and this allows you to be super targeted on your page.
This also means that you may not see huge amounts of visitors.
But the traffic you do see will convert at a higher rate.