Keiichi Morisato is just an ordinary mortal who somehow or other managed to get through to the Relief Goddess Office and summoned Belldandy into his life. Keiichi feels that his short height is the reason why he hasn't got a girlfriend, something that is remedied by this wish to Belldandy at the start of the series.
Keiichi is your basic Mr. Nice Guy. This qualifies him for the one wish from Belldandy. It would seem that at the start of the series, he is more of a lonely nobody in college and doesn't have much popularity, although he is a favorite of his two sempai, Tamiya and Ootaki, who has a habit of getting him to represent the NIT MCC (Nekomi Institute of Technology Motorcycle Club), in various events. Mostly on the dangerous side.
Keiichi is absolutely crazy over Belldandy but makes his moves in a particularly shy manner. Urd is a little disgusted at his schoolboy tactics at romance which actually leads to her arrival at the temple.
Keiichi has become something of a commodity to Mishima Sayoko, who was the queen of the campus until the arrival of Belldandy. Her advances towards him at first was more of trying to prove to the rest of the college that she was still queen and could have anything (or anyone) she wants. Later on, she discovers that she might actually be falling for him.
I guess that it is an ironic twist of fate that when Keiichi finally gets a girlfriend, he suddenly becomes so popular until he has been hit on/ seduced by all sorts of females like other goddesses and little ninjas. He is also the envy of Nekomi Tech because of his "foreigner" girlfriend.
