Writing for PC World Business Centre, Christopher Null said that businesses should use online keyword tools to gauge search term popularity among internet users.
He cited Google Keyword Tool as an example of such a product.
The expert said: "Ultimately it’s a numbers game: You need to optimise for terms that drive the highest traffic and are the most relevant to what your web site offers."
Mr Null also advised firms to make their title tags central to their SEO efforts.
He said that such tags should be loaded with keywords and businesses should make sure they make every title tag on their site unique.
Recently, Google revealed the fastest-rising search queries performed by American internet users.
Topping the search engine’s list was ‘obama’, while ‘facebook’, ‘att’, ‘iphone’ and ‘youtube’ rounded off the top five.