TL: Think about how someone might search online, for the kinds of products or services you offer. For example, consider a problem for which your product or service offers a solution, and build keywords around fixing that problem. Do your keyword research, to figure out how many searches each keyword gets on a monthly basis, but also factor in search competition (i.e. how difficult it will be to rank for a keyword, based on the strength of sites already ranking for it). High volume keywords are almost certain to have high competition, so lesser-volume but more attainable options will be preferable. Among other considerations, think in terms of topics (similar keywords to use in tandem, such as “Auto Shipping,” “Car Shipping,” “Auto Transport,” “Vehicle Shipping,” etc.). These topics will be peppered into your body copy, and also used in the most important on-page elements that will tell Google what you are targeting, such as page title, meta description, etc.
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