In general, keyword research attempts to identify terms being entered by search engine users. The value of these terms is then assessed according to the keyword’s ability to attract users to the site who will then perform some sort of action that is beneficial to the business.
The selection of keywords to be the focus of an SEO campaign depends on several factors, including the client’s goals, Google’s algorithm treatment of search queries, the comparative search volume of thematically related keywords, existing on site content, and multiple other factors.
For example, an e-commerce business or may choose to direct their efforts in making sure they rank well for keywords phrases that will most likely lead to a sale. In contrast, the keyword strategy for a service based business should focus on search terms which indicates the users wiliness to complete a form to receive a free consultation.