One of the first items you should consider in putting together an SEO plan is what keywords you should try to rank for. That’s very basic, right?
But the world of SEO has become more complex. It’s not like you can simply decide you want to rank for a keyword, optimize some content on a page, get some links, and — presto! — you rank. That’s because how relevance to a query is evaluated has become far more nuanced.
To better understand how Google interprets user intent, I’d advise that you take a close look at the search engine results pages (SERPs) for your target phrase to see what currently ranks there. Seeing what you’re up against can help you better understand what your chances of ranking are, and it can help you focus on the keywords where you have the best chances of success.
via Marketing Land