If I can add one more thing, it's important to make sure that whatever keywords you use that you make sure that everyone, including the search engines, can easily figure out what the site, or business, is all about. For instance, even if someone happens to be looking up a term like "change management", they might end up on a site that's not close to being related to what they're looking for, because the search engines have gotten it wrong. I tend to talk to people all the time about that very thing. If they can give you a nice 30-second elevator speech, then you have the beginnings of being able to do some great things with SEO.
This has been a very informative thread It has explained sevrral lingering questions that were on my mind. I will implement them today Thank You very much for this valuable insite os keyword use, density and correct palcememt To All Contributors ... All the Best