Keyword Research and Page Optimization
This process is the first step in ranking well for searches that bring targeted traffic to your site. It involves identifying the terms people use when they search for your products, services, or information online, and then integrating those terms within key areas of the coding and visible content on each page.
Done properly it’ll tell search engines that your site is relevant for those search terms. Done improperly, it can tell search engines that you’re trying to decieve or misrepresent, which can actually reduce traffic to your site.
There will typically be hundreds of search terms in use for any given topic, and not all of them are wise choices to target. Each must be assessed for search volume, competition level, and the appropriate relevance aperture for your site.
It's important to take care when integrating keywords so that they don't compromise your message or make it read strangely. Remember, keywords don't accomplish anything but directing people to your site; if they don't like what they see when they arrive, you won't accomplish your site goals despite having good traffic.
More detailed info on the process of search term choice and page optimization.
