Whilst you are optimising your website for searches, make sure you know what your customers are searching for by using this excellent tool from google:
https://adwords.google.co.uk/select/KeywordToolExternal
It shows you how many searches a month are being performed, both in the UK (local) and worldwide.
Combine this information with the competitiveness of the keyword and you will be able to rank well for low competition searches and get new traffic to your website!
To see if a keyword is highly competitive search on google in "quotemarks" this will give you the number of pages with that exact phrase - anything around or under 10,000 should be simple to rank for.
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