Keywords

Important factors for keywords:

• Relevancy - How well does the keyword match your content
• Frequency - How often it is searched for on different SE
• Competition - How many other companies that are trying to rank for the same keyword(s)

• What products and services do you offer (seen from the customers view)?
• Google search console can help to find synonyms and other phrases that might be relevant

• Long-tail keywords

• Moz keyword explorer
• Google trends
• Answer the public