Keywords
Anyone can come up with a keyword. It takes creativity and insight to come up with a keyword that reaches the target niche you want to reach. That isn't a simple guessing game, and it takes more than just knowing how to perform expert SEO. It takes as much knowledge about the English language as it does about the Internet, as much expertise in colloquialisms as in HTML.
The best way to come up with a great keyword is by thinking big, then small. In other words, you'll want to first think about all of the categories under which your site can fall under. Then, little by little, you narrow the field to locate your market niche. Though this is just the beginning of keyword research, it is always a good practice to start big then narrow down to scope. It makes sure you build a solid foundation for your marketing campaign.
In the same way a library organizes it's book collections by sections such as "business", "automotive", and "educational", the Google search engine categorizes large amounts of information by keyword association. So if you have a misplaced keyword describing your website, you may be leading readers in the wrong direction. This is why keyword selection is very important. The keywords have to be "on scope" with the information on your page in order to provide the best categorization results and increase your page rankings.