To be successful at anything in life a proper direction is required. Said
this, it can also be said that in search engine positioning work, choosing the
right keywords is the most important decision towards achieving successful
search engine ranking.
Any good SEO Consultant knows that keyword research is very important and time consuming. What you think or I think does not matter. What matters is what your customer think and what they type it in at major search engines and directories - as only based on they type it in at search engines, the results will be produced.
For example, you may say that your primary keyword is "Personal Injury Lawyer in California", while average John Doe types in "California Personal Injury Lawyer", you may say that
this key phrase is same your primary key phrase and your should be ranked # 1, but search engines does not work that way. So before deciding on your main keywords and phrases, it is highly recommend that someone with good knowledge of search engines does research.
Keyword research is the first step in search engine optimization campaign. One should be well aware that just because some keyword is being used million time, that does not mean that keyword is important for your business. For example, if you are a injury lawyer, then it would be practically useless for your web site to be found for the "car rentals". One can say that "car rental" is more popular keyword, but I am sure you will agree it is useless keyword for your business. So for finding highly targeted leads from search engines, it is recommended that proper keywords are chosen.
Also, SEO consultant needs to be aware of your business. For example, if you are a injury lawyer in California, we both know that you cannot accept cases in Oregon, even though it is close to California. So before doing any keyword study, it is important that SEO consultant takes a good interest in knowing about your business - because if your SEO Consultant is unaware of what you do and your business rules and regulations - it is more likely that he/she will get your web site or worst your business in trouble.