Make double sure the keyword you used will lead them to compelling content. If it does you will usually get a well placing position in most of the search engines. But we can't stop there. Next use that keyword in as many combinations as possible, first just generate phrases then boil down your list. What you want to end up with 5 to 10 different points of view to introduce your content using your most important keywords.
Nouns usually work out better as keywords.
I find that by saving others the hassle of researching the best ways to market their product or service free, I create added value to my content. Most people are more than happy to purchase carefully selected services through my web site. I can even afford to offer links my best competitors because cooperation is a key to on-line success, at least in my vision. It's provides a common look and feel. A good template will provide links to all your other main pages on each main page.