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It’s hard to overestimate the importance of right keywords. Early in the SEO work on any domain you should work on the process of keyword discovery. Here’s a general plan:
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First of all, try to find 5-10 obvious short keyphrases that describe your site best. Go on and expand your list by adding keywords related to obvious. These related keywords might be other services you offer or just different ways of referring to your main service. Consider using a thesaurus or a tool like WordTracker.
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Find words you can add before and after your main keyword list to expand it even more. Now you will have some longer keyphrases. If you’re dealing with brands add the brand names to the list of your keywords, because many people include brand names in their queries.
Now that you have a list, decide which ones from your list you should use. You probably don’t have enough content to cover all the keywords from the list or simply don’t want to use them all. Here are some tips:
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Be realistic. Pick the phrases that might actually make your site appear among top results.
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Choose the most rated keywords according to Overture or Google Keyword Tool
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Take generic ones, as they will be a part of longer and more specific phrases
Although it might seem that you should be just concerned about most searched keywords, this is not the case. Your goal is a high volume of targeted visitors, not visitors who will press the Back button in a few seconds. That is why “rent car Wyoming” is more suitable for you than just “rent car”. People tend to search with generic queries at the beginning of a search, making them more detailed at later stages. For example you want a digital camera. After some research you realize that cannon is the best brand for you, and cannon IS3 is the best model that fits your budget. First you are looking for “digital camera”, and then your queries will contain “cannon camera review” eventually becoming “cannon IS3 sale”.