A keyword very simply is a word that is used to describe your product or service.  Keywords can be very simple and limited to one word or they can be more specified and include a phrase. 

Look at your site and make a list of the product names for that page.  Let’s look at a specific example so that you get an idea of what we mean.
 
Page Title= Fuji Digital Camera model A610
 
You will want to go to Google’s adword keyword tool and start to look at some keywords that are in demand.  You can find that address here
 
https://adwords.google.com/select/KeywordToolExternal

The response would look like this

The keywords under the “September search volume” are actual search phrases and keywords that people were looking for.  These are the keywords that people typed into Google.  The advertiser’s competition tells you how competitive that term is for Pay per click ads.  You can use this information to tell you how competitive that keyword is and also how popular that particular search phrase is.
 
As you can see Fuji a610 digital camera is not widely searched.  Instead you would focus on one or more of the other keywords to optimize your page for.  It’s surprising to note that people actually search for the term ‘best buy camera”, “cheap camera” and “consumer reports camera” This shows you what you think would be best to optimize for is not necessarily true.
 
 
Note:
Google indexes or ranks pages, not sites.  Each page of your website is optimized for a different keyword or keyword phrase.  Your homepage may have several keywords that you want to rank for.
 
So what does this all mean for you?  Well you have to break down your site into individual pages and do keyword research for each page.  This in turn allows each page its own individual presence on the internet and each page can rank for different things.  This is power for your business.  If you offer many different products or services each of those can have a life of its own and its own traffic strategy.  It is recommended that you test out keywords for each pages until you find the most effective way to bring customers to your site.  This means that you are always tinkering with ways to find more customers.  If you don’t feel like you can do this part of the equation, we can do it for you.  If you research minded, you might enjoy the challenge of finding the right words that bring you customers.  This is how the business game is played.  These strategies are the ones that make you successful and have you stand out from a crowd of competitors.