In the world of SEO, good keyword selection is one of the basic. It's important to communicate on your website using the terminology that your visitors use. If you use the right terminology and phrases, they will find you. If you're using the wrong terminology, then you're leaving your visitor a bit confused, a bit foggy and feeling a bit left out of it all.
Obviously you want the search engines to drive lots of traffic to your website. However, quantity should never be your first objective; quality traffic should be what you're looking for. Your goal is to optimize your pages for the keywords that bring the highest numbers of prospects.
Find the keyword phrases related to your industry that your target market is searching for. So first, find out the terms that are being used by the general public by using a tool like the Overture keyword suggestion tool.
Second make sure that the search results from the keywords you select are relevant to your industry, and then optimize your site for those phrases. Finally, measure and test those phrases so that you have the best chance of converting your search engine visitors into customers, clients, or subscribers.