Every file and video can have keywords associated with them. Keywords are used to search images. For personal use, I might add my daughter and horse's names to each file.
Or if I have just finished a trip to Gloucester I might add key words like "Gloucester, Sunshine, Lighthouse, Ocean, Bay, Atlantic, SeaGrass, Name of the beach.....
In the photography business, you want your images to be found. So, adding keywords helps search engines find your work and site. As a pro, I get things started and add
Architecture, Cambridge, CambridgeSide Galleria - Cambridge, Elevator, Gregg Shupe, Interior < Architecture, MA, MA Whiting Turner, Mall, Retail, Shops.
If you are working with your own generated images, you should add your company. Photographers name, building name, location, exterior or interior, city, state taken….
You can also drill down and add other things like key colors, key attributes. Like Glass Façade, brick, Stainless Steel,
The more key words you add the better results search engines will gain. It can be time consuming. Lightroom can help by storing key word sets. That you can add in bulk to multiple images.
Hope this helps.