Keywords are a great way to search for things and get your own business to show up in search results. Your competitors will also be using them. You can target these but can ignore some of them. There should be some research before targeting keywords so you don't waste your time on irrelevant ones. Time is money so this is great business sense. It can be hard because you have to sort through relevant and irrelevant info.

Key Takeaways:

  • Target keywords that would result in conversions, not just traffic, unless traffic is the goal.
  • Target websites that target the same audience as yours.
  • Target keywords for brands you have, that have SERP features you can observe, are similar to successful ones you already use, and are easy.

“You don't want to try to rank for every one of your competitors' keywords.”

Read more: https://moz.com/blog/competitors-keywords-should-shouldnt-target