The goal of keyword research is to find those terms that are often used by the target group and that are suitable as a basis for a content strategy. The monthly search volume (= how often is the term searched for) of the individual terms, as well as their competition (= how many providers place ads on this term) are in focus.
The long-term goal of a keyword research is to generate organic traffic for the own website and to be able to pick up the target group with the appropriate topics.