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The very best SEO practice is to choose the keywords that most strongly matches your business.
Search engines look for keywords that best describe the web content being indexed. They use groups of keywords when indexing a web page so your website will appear up when other people search for you. The first thing you should do before you build your website, is to find out what people are searching for and what words they are using. The very best SEO practice is to set in a goal for a two word phrase, three-word phrase and a four-word phrase that you will use consistently to describe your service on your website.