In order to gain the right kind of organic traffic. Your SEO (Search Engine Optimisation) needs to inform the Search Engines what your page/site is about. You do this by Keyword research and then use those words and phrases in the following places on and off your website.
Page meta descriptions
Image file names and Alt Tags
Titles and file names of Video’s
Text for links on other sites
Integrate them into your advertising, tag lines, and social media posts.
And remember to always continue to track the effectiveness of your chosen keywords and phrases.
If you are in Retail then you will need to think about the seasons and how these may effect your keywords for certain products.