In the early days of SEO, all content was based on keywords. That meant that anyone who created content for any purpose was writing content based on keyword data they found during their research. If you were targeting the automotive niche and you wanted to drive traffic to your used car sales website, then your content was designed to impress the search engines enough that you ranked for your targeted keywords. Simple, right?
Well, things have changed since then. Google has killed its free keyword research tool and no longer provides keyword data to webmasters so they can know how searchers found their websites.
Furthermore, the search engines are relying a lot more on social signals than they used to. This has caused a lot of search marketers to focus their efforts on creating social media spam instead of search engine spam, though there really isn’t a whole lot of difference.
Today, ranking for specific keywords and keyword phrases is all but useless. Chances are, you’re not going to know what they are anyway.
You’re better off focusing on your customers’ needs and more pressing questions. Before you build your website or start creating content, you should spend some time in forums and on social media asking potential customers what they want and expect in a service like yours. Conduct a very good market research campaign then design your website to answer the questions people have about a service like yours.
The idea is to build value into your content and your SEO. To do that well, you have to build intrinsic value into your website.