Keywords are best for bringing in:

Keywords are fundamental for bringing in traffic because they are the search terms users enter into search engines. By optimizing content for relevant keywords, websites can appear in search results, leading users to click through and visit the site. While keywords can indirectly contribute to conversions by attracting interested users, their primary and most direct impact is on increasing website visibility and generating traffic. Volume refers to the number of searches for a keyword, which is a characteristic of keywords, not something they "bring in." Conversions are the ultimate goal, but traffic is the necessary precursor that keywords directly facilitate.