I just did a keyword lookup for my personal website with Google Adwords' keyword tool. The amounts of hits were all over the scale. The smallest number of hits would amount to a lot less competition. The largest number of hits would be great except you have so much competition, you can't compete. So you try to look at the ones that are in the middle as far as hits go. A common enough term, but the middle of the road for competition. This would probably be your best bet in order to drive traffic to your website with keywords. Is this how you all see it as well?