I own a site and would like to suggest that you should never underestimate the importance of using keywords. Keywords play an important role in the SEO optimization. You should never take it so easily. The various webmasters face competition and thus these webmasters use broad keywords. Another suggestion is to use the long tail keywords. The keywords should have good impact on the site so that you can earn enough money by using the relevant keywords. Keywords help the visitors to get attracted to the site thus traffic gets increased and the site will be able to earn more money by doing business.
Re: Choosing the right keyword
yes choosing the keywords is a very important task . Always chose those keywords which have low competition and high searches.
Re: Choosing the right keyword
Google Adwords will help you choose the right keyword by comparing competition and traffic.
Re: Choosing the right keyword
You can even contact a freelancer (who is professional in this field by the way) and get some excellent advice from them on choosing keywords and developing the reputation of the site.. i guess they are just a phone call away from you