Running an SEO Company we are lucky enough to be given insights into people's thinking on the subject of keywords. We are often asked, via our SEO Review form, to advise on how a company can rank highly for a specific keyword or phrase.
Very often a little research tells us the sought after phrase has little or no search volume. Quite often a guess has been made based on little or no hard facts. Although I've spoken before about keyword research the issue of researching and not guessing keeps coming up.
SEO is tough and ranking for a phrase isn't easy. With this in mind it's worth establishing which key phrases are likely to generate traffic and business before putting any effort into optimising for them.