You can really dig in to this one. It won’t come as a surprise that you are the best qualified to understand what your target audience are most likely to search.
Specifically, the words they type into search engines when they’re looking for something relevant to your website. These words your audience use (minus any transition words, etc.) will be your “keywords”. The best thing is you don’t have to understand coding – or even be tech savvy to identify these. Once identified, these keywords will direct the content you look to produce for your website.
There are some things to avoid. Making assumptions about what the keywords ‘should be’ is a risk. Initially, trust in research. It will lighten your load and improve results.