Keyword research forms the foundation of SEO. The aim is to align your website content with the keywords that your target audience uses to search for what you offer. Good keyword research is built on a deep understanding of your target customer, and balances factors like keyword relevance, search volumes, intent, competition and cost per click. 

A good place to start is to look at keywords where you rank between 20 and 30 on Google, you know the keyword is desirable because you have quality marketing qualified leads on the back of it and the companies that are ranking higher than you are also operating in the commercial space and their authority score is within 10 points of yours. We see these are your quick wins to dramatically transform your SEO performance before moving onto your longer term strategy.