What is a Keyword? 

It is a word or phrase that is typed into a search engine or directory that describes what the reader will see on your site. Since, according to Yahoo statistics, 80% of all searches are multiple word searches, the best keywords consist of multiple words and phrases.

# of Keywords - No one has really decided how many you should have on your page. From all the reading I have done and from personal experience, my feeling is that you probably should repeat the keyword three to five times on a page but no more than seven. If you have more than seven, you will be penalized by the search engines and the page probably won't look good to the reader anyway.

Keyword Examples: personal development coach, personal financial difficulties, manager as coach, topaz necklace, diamond ring, craft supplies, dragon sculpture, diet, astrology, business opportunity, etc.

Think how a person would benefit from your site. Then ask yourself two questions – What is that person looking for? What words and phrases would they use?

Some search engines look at keyword meta tags and some do not. But they all derive keywords from your page. You must repeat your keywords numerous times on your page. For instance, if you repeat the phrase "Athletes have coaches" five times on your page and YOUR keywords only 2 times, a search engine will think that the most important keyword on your site is "Athletes have coaches". You must be careful when you write the copy for you site.

See Keyword &  Search Term Suggestion Tools