One of the most important aspects of CEO managing is how you handle your keywords. That is not something that can be done with your mind on something else, and can hurt you badly if you do it wrong, so make sure you know exactly what it is you want your site to be about and what type of traffic do you want coming your way, because using the keywords is what gets you people and high site ranking.
It is important to know what is your main keyword and what are the secondary keywords, that way you know what to put in titles of the pages and what to mention in the content. The frequency of keyword appearance in text should be around 5%, few percentages up and down, much higher than that and you will start to get negative points for site rankings from search crawlers, any lower than that and the site can be indexed poorly and in the wrong category to boot. Make sure all of the pages on the site have their titles and that every title holds the main keyword, likewise, make sure that all of the pictures are tagged with keywords that are relevant to what they are showing, that is something you really need to pay attention to. If you are making some backlinks, make sure that the text that links back to the content is a keyword itself or has at least one keyword. That way you can easily get some free site ratings and traffic.
Keywords are what defines your service or product – if you use wrong keywords, you are not very likely to get customers that are interested in what you have to offer.