Factors that need to understand before doing keyword research
1) Use Smart Strategy
use specific keywords don't use too broad keyword
avoid keywords that have too much competition
use keywords that have good traffic
use business relevant keywords only
try to rank multiple keywords at a time
2) Seed Keywords
Seed keywords mean phrases that are used while doing keywords research
For example - let us assume we need to rank "Digital Marketing"
So our Seed keywords can be "Digital Marketing Agency" "Digital Marketing Expert" "Digital Marketing Consultant" "Digital Marketing Course" depending upon your business.
3) Multiple Keywords Focusing on Single Idea
Use multiple keywords which focus on a single idea
For example for online shoe store words should be "Online shoes" Online Sport Shoes" "Online best shoes" "shoes for sale" " shoes for Men" Shoes for Women's" etc.