Keywords are the basics of SEO. They are the start point of the searches and therefore they translate into traffic. We can choose keywords that will increase our traffic or revenue. In this case they need to be related to commercial activities. Keyword density will determine how your site will be indexed.
A backlink as the name indicates is a link to your website from other website. They can also be called inbound links or incoming links.
After attending the interesting Journeys of Open Innovation in Tenerife I think local enterprises have a new opportunity to access open innovation by taking advantage of special aids from the government for this purpose. Web optimization, marketing online and web development have a crucial role in this endeavor.