The term keyword, also key-word, "word which serves as a guide to other words or matters," 1807, from key (n.1) in the figurative sense + word (n.). Originally in reference to codes and ciphers. In reference to information retrieval systems, "word from the text chosen as indicating the contents of a document" (1967).
All businesses need a short phrase describing what a company does and/or processes at the core of the business. To get to a keyword; think like a customer, identify your target audience, study the competition, understand the long tail keyword, use keyword research tools, and analyze the results. Keywords help drive search engine optimization and sales.
Figuratively, process existing secrets, coding and cyphers