You can enhance your list of target keywords with a bit of research. To build a good list of keywords, you want to consider how people will search for content like yours. Say you plan to write a thought leadership article about SEO practices. Before you do, you'll want to think about how people will find that content. What are your potential readers trying to find out? You've probably identified a target audience before you created your article, so you can use your target audience to get your target keywords.
For example, you want to target marketing managers. They're likely to research ways to increase traffic and conversions without spending too much. Because of this, you could target related keywords such as "increase", "conversions", and "organic traffic" and obviously "SEO". You could also include words that describe a similar goal to "increase", such as "grow" and "optimize".
When your goal is findability, try to get a good range of keywords. Sometimes people use terminology that you don’t necessarily want to use heavily in your article. It might be outdated terminology or simply terminology that you prefer not to use. But your article could still be useful for people who search for these keywords. You want your article to show up for these searches.
At Acrolinx, we occasionally rename terminology for our own product. For example, what we used to call "linguistic resources", we now call a "guidance package". But people need a while to catch up on the new terminology. We still expect that people will use the keyword "linguistic resources" for a while when searching for help. Nobody wants to use outdated terminology, but it can be helpful to mention that "product X" used to be called "product Y". This lets you include a target keyword without detracting from the consistency in your terminology.
There are many tools help you figure out how people search for the type of content that you offer — and what keywords to build into your content. Here are a few examples:
Google AdWords Keyword Planner: https://adwords.google.com/KeywordPlanner
Moz Pro keyword Explorer: https://moz.com/products/pro/keyword-explorer
WordStream Free Keyword Tool: http://www.wordstream.com/keywords
Once you've pinpointed some keywords that relate to your topic, you can add them to your target keywords list.
To add a keyword that isn't already in your content, do the following:
Open the Target Keywords section of the Findability tab.
Click the Add button, and enter your target keyword.