Most people do not realize that their site is already targeting specific keywords. Whether it is unintentional or not, your site is being valued by the Search Engines for the keywords it is detecting in the on-page text, page titles, or within the links that have attached to your site. The issue is that these might not be the correct words, may be highly competitive, and may not be driving any volume of traffic to your website. Choosing the right keywords is often the difference between getting found in the search engines and not getting found. As well, you don’t want to pull in high volumes of low quality traffic. You want your website to be pulling in quality traffic that you can convert at a much higher rate.
The way to have strong keywords is to ensure you are selecting on both authority and relevance. Authority is assessed by understanding your link profile versus other sites ranking for the keywords you are targeting. Relevance, on the other hand, is looking to see if the other sites are specifically trying to rank in terms of the same words. If your site is targeting keywords and has the correct on-page strategies to maximize the keywords, then your site with a strong link building program will be viewed as both relevant and the authority.
The most effective keywords are the ones that have decent volume, low competition, and are long-tailed to drive a more exact match for what the prospect is looking for at the time.