The Keyword Balancing Act
The most useful keywords will strike a balance between popularity, search relevance, and competition.
Lower Popularity/Higher Relevance Keywords: A low popularity/high relevance combination means that even if there are not so many people searching for the term, the ones who do come are more likely to click on your listing and ultimately convert on your site. But remember that you don’t go too low! Unless you have a reason to doubt the data, searches with zero popularity scores should probably not even be considered, except for your company name or a trademarked product name.
Higher competitiveness/Higher Relevance: If you are drawn to a competitive term, be sure that it is balanced out with a high degree of relevance.
Higher Popularity/Lower Competition/Higher Relevance: This is the ideal balance. If you can find terms that are used heavily by searchers, are closely tied to your conversion goal, and are targeted by a reasonable number of competitors, you want them on your short list!