It's absolutely imperative that you make wise choices in the area of keywords. Many people simply look at statistics. Others go strictly on the most highly searched keywords from one particular search engine. Still others do no research at all and just guess. While the first two can work in combination with one another, they still don't offer a complete solution.

Choose keywords that have a narrow focus. Don’t depend on yourself to choose the right keywords. Ask your customers or someone outside of your business what they would type in the search window when looking for your site.

Optimize each page separately.

When working with search engines, consider the focus of each page separately, because the engines do. So, if you want top ranked pages, create content-rich information pages that center on one or two topics only, and use those fine-tuned topics as your keywords for that page.

Don't try to optimize a single page for every keyword that's important to your business. It just won't work. Instead, create separate content-rich pages and utilize your other keywords in that manner, and bring additional traffic into your site.

One very important rule to remember is never use keywords repetitively for no apparent reason at all. For instance, if your phrase is "keyword planning" do not pick a place on your page and say:

With so many options of what may be displayed on a website, it is helpful to know what exactly users are looking for. Where to place your keywords is going to depend on the market that you are targeting and the search engine that will be ranking your pages.

In order to do this, it is necessary to use some of the research tools available to website developers. Some of the best tools in this category include Overture’s Search Term Suggestions Tool ,Wordtracker.com, and Google Adwords.