KML is the format of Google Earth and Google My Maps, but web mapping libraries such as Leaflet and Mapbox, GitHub's map preview and most GIS tools work with GeoJSON. Placemarks, lines and polygons become features with their names and descriptions as properties. KML's styling and tours have no equivalent in GeoJSON.
Every format is read into plain GeoJSON features and written out from there, so coordinates, names and properties carry over wherever the target has a place for them. XML that declares custom entities is refused, and KML files are parsed without touching the network. Coordinates are written longitude first, then latitude, as GeoJSON requires.