The first factor to consider is how many people (if any) are actually searching for a given keyword.The more people there are searching for a keyword, the bigger the audience you stand to reach. Conversely, if no one is searching for a keyword, there is no audience available to find your content through search.
If a term is frequently searched for that’s great: but what if it’s not completely relevant to your prospects? Relevance seems straight-forward at first: if you’re selling enterprise email marketing automation software you don’t want to show up for searches that don’t have anything to do with your business, like “pet supplies.”
But what about terms like “email marketing software”? This might intuitively seem like a great description of what you do, but if you’re selling to Fortune 100 companies, most of the traffic for this very competitive term will be searchers who don’t have any interest in buying your software (and the folks you do want to reach might never buy your expensive, complex solution based on a simple Google search). Conversely, you might think a tangential keyword like “best enterprise PPC marketing solutions” is totally irrelevant to your business since you don’t sell
PPC marketing software. But if your prospect is a CMO or marketing director, getting in front of them with a helpful resource on evaluating pay-per-click tools could be a great “first touch” and an excellent way to start a relationship
with a prospective buyer.
As with any business opportunity, in SEO you want to consider the potential costs and likelihood of success. For SEO, this means understanding the relative competition (and likelihood to rank) for specific terms.