Plan what content you will include on your website
Choosing a keyword with good volume, but not too much volume – In general you don’t want to target a keyword that has low relative search volume if there’s an equivalent term that is much more popular. However, don’t always automatically go for the keyword with the highest volume or difficulty; some keywords are simply too competitive and not worth your time.
Choosing a keyword that’s relevant to your business model – You’re more likely to succeed in ranking for a keyword if the term is relevant to your site and your business. You’re also more likely to get some real return on your ranking – remember that rankings in and of themselves aren’t particularly valuable, unless they’re driving worthwhile traffic and leads.