Keywords are single words or phrases that, when either used repeatedly in a single web page or set within particular HTML tags, act to indicate to a search engine the intent of the page and it's content.
In days of old (ok, maybe 5 0r 6 years ago), this all could be accomplished using META data (also know as META tags). The overuse, or moreso ABUSE or META data made them obsolete. Search engines are smarter now and rely on page element (title tag, page name) and content to determine which words are key.
This is not to say that you can not control, and in most cases very well, how your page is read for keywords, but one of the overlooked aspects is the selection process. What are your keywords? What should they be?
Think from a SEARCHERS point of view!
If you sell apple seeds on line, think about the different ways people might discribe what you do. Obvious keywords like "apple" and "seeds" come to mind, but what about "growning fruit" or "fruit trees"? Thinking in these terms will help you particularly when approaching a competitive market.
What sets you apart?
Again, using apples as an example, maybe you want to create a page about "Golden delicious", and how you are the areas largest seller of Golden delicious apple seeds.
Remember: Nothing happens overnight.
Be patient, and willing to try different combinations of words and phrases. To do this, you will need a good site statistics tool, you could even use Google Analytics, which can track which keywords got people to your site.
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