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.
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Figuratively, process existing secrets, coding and cyphers