A website that fails to choose proper keywords and phrases would not do well with search engine spiders. Both the search engine and the search engine user will have difficulty in finding your site. Targeting specific and precise keywords for a website is crucial. The consequence is that your web pages will end up as one of those millions of website which nobody will ever know or find.
There’s a misconception that newbies have on search engine optimization or SEO; like being number one in the search engine result pages or SERPs is the ultimate goal of SEO. In reality attracting potential users to a specific website content for the particular keywords or phrase that the user is searching is the goal of SEO. Getting to the right audience on the Internet is the main goal and that the search engine is just a tool to attain this. Reaching on the top of the SERPs is only the begriming.
I suggest using some SEO ready content management system software or CMS software. There are a number of which that are free to use with little customization done. Content management system like WordPress, Drupal, Joomla and many more are freely available for download. The good thing about this CMS software is the availability of SEO plugins which could facilitate choosing of right keywords or phrases for the website.
If you are not satisfied with the performance of the SEO plugins you could manually choose and set keywords to your website. There are many available tools for keyword searching and it could be commercial like keywordspy or some free software like Google ad words keywords search tool. Discounts are also available through for commercial tools like a keywordspy coupon code and others.
A basic task of keyword optimization is to determine your web pages rank in search engines for keywords that targeted audience actually want to find. Having an optimized keywords is often overlooked keyword strategy in search engine marketing.