That’s not to say that you can’t work on other keywords, of course, but you should be putting your focus on the keywords that your Audience and Leads are typing in.
Here’s an example from my own business a few years ago: I determined that my particular target market wanted to sell digital content on their blog. They needed blog content, ebook content, autoresponder content, and sales funnel copy. A lot of my peers were targeting their keywords for “freelance writer” and “freelance writing”. I took a different approach and targeted my keywords to some of the specific needs that my Audience was looking for, and it made a big difference. I didn’t have to compete for the really popular “freelance writing” keyword and I stayed busy with projects from people who found me through other keywords.
Schedule time to revisit your SEO at least once a month.