So you have a website or a product that you want to improve in search engine rankings. You have to pick the best keywords that people are going to search for where arriving at your page would be relevant. But some keywords are already SO heavily dominated that it's not even worth trying to take them on. So you have to find some keywords that are not so heavily saturated but still targeted and of enough traffic to be of significant value. Have I got that right? How do you decide which is which?