Before any optimization of a website and before its page or URL distribution on social media platforms, it is important to know the SEO keywords you would use.
What are keywords? Keywords are words, a group of words or phrases that feed search engines like Google, Yahoo or Bing. When people look for particular information on the web, websites optimized with these keywords will show up in the SERPs.
Search engines rank websites based on how these keywords are optimized that is why factors like selection and analysis of what keywords to use in a website are essential in getting a higher page ranking.
Read more here: http://www.drivetrafficmedia.com/seo-keywords-local-or-national/