Keywords in meta code can do a great deal to improve your findability in search engines – but how do you know which keywords to use?
If you have Google Analytics installed on the site, that would be a great place to start! Analytics can show you what terms people are searching to see you as well as which terms get you click-throughs as well.
Google Trends is another helpful website tool that allows you to compare up to 5 possible search terms for your site at a time and see which is more popular.
Another time-tested solution: just ask! Asking your customers what exactly the searched for to find you can open up a world of insights regarding how customers talk and think about your business.