The purpose of company keywords is to help add additional filters to the news that you receive for a specific company - not just on your newsfeed but also in your daily email alerts, and in the news you read via Artesian Ready.
You can apply keywords to a company for a variety of reasons such as wanting stories on a specific named product, a specific industry or even geographic location.
To apply keywords simply select a company and click on the "Your Company Keywords" link at the top of the feed. Add your keyword/phrase one at a time, clicking Add after each one.
Remember, keywords are a filtering layer on top of Topic Filters. Each Topic Filter has hundreds of search terms behind it, so company keywords are intended for very specific personalisation in addition to the business filters supplied in Artesian. Topic filters are also applied to a whole watchlist, whereas keywords work for a specific company.
For more information on Topic Filters please take a look at these articles: Applying Topic Filters, How do I Improve my Results with Topic Filters? and Differences between Company Keywords, Watchlist Topic Filters and Triggers