There are many angles and avenues for researching keywords for your online marketing efforts. Some people focus on numbers such as search volume or keyword competition. Others might focus on the tools you use to dig up obscure keywords to target. While these may be good keyword metrics to consider, focusing on the keywords themselves should be the most important focus.
You can optimize difficult or easy keywords and high or low search volume phrases, and each will help you reach different levels of success. But choose the wrong keywords and you’ll see your marketing campaigns go a whopping nowhere!