One basic tenet of SEO it to try and understand how people search on Google and Bing so you can craft keyword strategies and titles based on those search patterns. The first thing to understand about how people search is that people search with intent. They are looking for something. The intent people search with can be categorized into the following:

• Find
• Learn
• Solve
• Buy

Each of these intents leads to different kinds of search categories. People will typically fall into the following kinds of searches:

• Navigational Searches – They are looking for a specific website but they don’t remember the exact URL. Google Instant is actually quite good at helping with this kind of search. The intent of the user here is to find a particular website. For SEO purposes, this means that your brand name and website name should be easily indexed by Google so people can find you.
• Informational Searches – This is Google’s bread and butter. Stuff like What is the weather in Charlotte NC? Who won best actor in 1964? People will usually tend to form these searches in the form of a question and the goal is finding the information itself.
• Commercial Investigation – People working at businesses will be given tasks by their supervisors. Things like, hey we need a website built or can you find a good landscaper in San Diego. These are the modern day equivalents of looking in the Yellow Pages. Rather than turning to the yellow pages, they turn to Google to find reputable businesses to contact. These may or may not lead to commerce or leads, but presents an opportunity for both, same as someone seeing your ad in the Yellow Pages.
• Looking for a Purchase – People will search the Internet when they are ready to buy. This will typically spike around specific holidays as people look for very specific gifts for ideas for gifts. Things like best father’s day gifts. Making sure your products are specific in terms of keywords can help land people on that page.

So as you start to come up with a keyword strategy, the first thing to figure out is you goals. Do you want people to buy or become a lead? The next step is to list your services or inventory and then start to research keywords around each service or product with the question of how are people going to find this? Once you are able to understand the way people search, it becomes much easier to create keywords people will use in their searches.