Choosing a perfect keyword plays a major role to help you to improve your organic visibility in SERP. Not only organic visibility, but the keywords also play an important while you do on-page and off-page optimization.
Just imagine the keywords that you have chosen are wrong and don't match your business or don't bring enough traffic to your website or don't match the search intent many other things negatively affect your business.
These types of things only happen if you are not done with enough research or analyzing the keywords before choosing. Following the keyword research best practices will guide you to perform better keyword research and you can easily find out the keyword opportunities in your business.
Therefore try this keyword research best practices to find the better performing keywords that will bring you traffic organically and find the keywords that bring more traffic to your competitors and find the hidden diamond keywords that your competitors are forgotten to target.