Here are 3 steps on how to start keyword analysis. In short, an effective SEO strategy should focus on business-related keywords and solve SEO issues accordingly.
SEO: How to start a Keyword Analysis
Keyword Identification
List all the keywords you want to rank for organically
Keyword Segmentation
Divide your list into segments (audience, business priority, difficulty...)
Keyword Cleaning
Remove all keywords that are either irrelevant to your business or too costly