My problem is understanding what words to rank for on my homepage if I'm trying to build a niche Authority site like dudeiwantthat which is a online store similar to mine. Do I try to rank for the sitename "dudeiwwantthat" or would it be the service, something like "todays coolest products", or am i trying to rank for the product categories themselves ie "Apple Accessories". Now I won't be trying to rank for "Apple Accessories" as my homepage main keyword because that's not what my site is about, it's about "todays coolest products" but more people search for "Apple Accessories" which makes it a more appealing keyword phrase. Let's say I want to have a blog connected to my shop and I want to do some tier/link building to my shop and now i write an article titled " Today's Coolest Apple Accessories". I use "apple accessories" as the main keyword phrase with a keyword density of 1% for the article but my home/shop page main keyword is "todays coolest products". Am I doing this right? how do the two connect?