Avoid unpopular keyword. Choosing unpopular words or phrases could see your efforts go to waste because nobody is going to search for it. This basically implies that ranking number 1 on words that nobody is going to search is just as useless as ranking number 500 for words that everyone is searching for. However, this does not imply that you should not optimize for words that are less frequently used. If an unpopular word can generate some useful traffic, then it is beneficial to your business. Of course, it may be almost impossible to find common search terms if whatever your business is offering is not very popular. A good idea would be to utilize one or two of the numerous online tools to help you find out the number of searches that are performed for certain keywords, as well as offer suggestions on the related keywords that you could optimize for.