Davoice - It just seems like you can never win
When it comes to winning you will need to define your goals of winning. Is it to make money off of your website or to rank high for a particular word or words? You can define your goals on your website pretty quickly. But is it really a good idea to build a website and then try to define your goals? It pretty much goes against what I try to teach everyday. The fact that you went out registered a domain and built a website tells me that you have not done proper keyword research. This is the single most important aspect of any project. I call it a project because that is what it is until it takes the form of something else. Without proper Keyword Research your project will take the form of a mess. An out of control mess that will suck the time and money right out of your life. It is most certainly like a gas guzzling car. The more you drive it the more it will cost you. Until the day you decide to get rid of it.
Proper keyword research and planning will go along way. The last thing that you want to happen is to transfer that much needed page rank to pages that don't matter like the checkout page, the about us page, package tracking pages or any other page that isn't relative to rankings. There is an old adage of waste not want not that holds true to any webmaster. If proper planning is implemented then you are sure not to make the mistakes of most every other marketer and that is all the edge that is needed to out rank them. Just one mistake on their behalf and the whole pie can be yours.
When doing research for customers I have found many times that when it comes to keywords that the customer knows their products but doesn't know their customer. I was working with such a customer selling cartridges for check printing. When asked what the customer called the product they responded that it was called MICR. Come to find out MICR stands for magnetic ink character recognition. Now that we have the product name how was I going to implement a strategy to sell this product. What I found was most of the time the customer didn't know what kind of machine they had so they would just type in MICR Toner Cartridge into the search. This work's for the customer, but really didn't define for the vendor what they wanted beyond check printing cartridges.
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