Many business owners believe that search engine optimization is all about getting your site to rank on the top of the search engine results for an ultra-competitive single word. However, research has indicated that the more words in a search query (up to four), the more likely the page that searcher finds will convert. It may give you bragging rights to rank on top for "insurance," but you'll probably find that a page optimized for a term like "Omaha whole life insurance" will lead to more sales.
This is why it's essential that any search engine optimization project include extensive keyword research, and the more pages your site has, the more opportunities you have to bring in people searching on different phrases.
I start most keyword research projects by discussing your business with you. We'll spend some time talking about what terms people are currently using to find you, what terms you feel you should be ranking higher for, etc. It's a good idea for you to talk to as many people you can before this discussion, and ask them what terms they would use on a search engine to look for a business like yours.
This discussion will give me the information I need to create an initial list, which I will send to SEO Research Labs, who specialize in keyword research. The list will serve to give them a good starting point for their work.
Upon receipt of the keyword report, we will have another discussion, this time utilizing the research to determine which keyword phrases offer the best combination of popularity and relevance.