When first building a website, many are not concerned about their ranking in the search engines. The main concern tends to be about a presence that gives their company credibility. This is usually the case because there is a common misunderstanding about the connection. I do find, a year or two later, clients wonder why they are not coming up in the search engines. For this reason I insist in taking action from the start. Their indifference to search engines is a good thing in one respect. It takes time to build a rapport with the search engines, and it takes several months to even be found by them. Once the search engines find your website, and if you are set up correctly, your site can start bringing the right traffic.
Deciding your category is important. To help you choose one effectively, take your category and go to a keyword selector to see what words in this category are often searched by users. This google tool https://adwords.google.com/select/KeywordToolExternal is for keywords. This is setup for google’s campaign to bid on words, but it is useful for free searches. It gives the number of searches and suggestions of key phrases that were used for the previous month. There are sometimes key phrases that are never keyed in. When this happens, you can be ranked #1 for a search, but if the keyword is never used, what good is such a rank? You want to rank high for the searches that are often keyed in.