Targeting Keywords with Analytics
TweetOne of the best keywords tools that older sites have at their disposal are the traffic stats they have accumulated through analytics. When you have been building content for your site and getting some incoming links, you are going to start ranking for certain keywords. Ideally, you will be making headway with the ones you are intending to but as a little bonus you are going to see traffic coming in for terms that you are not intentionally targeting. This unintended traffic can help you discover additional terms to go after.
If the search term is long tail, low traffic and is hitting the correct landing page then check where you rank for it. If you are on the first page then it's possible that tweaking the page's title tag a little bit, making search the term is in the content, and doing some internal linking to the page with the keyword anchor text could boost you to no. 1. Not much effort involved and a decent return.
If the search term is a close match, but not a perfect fit for the landing page it's going to then consider adding an additional page and optimizing it for that specific keyword. This will help you improve your conversion rate so you can take advantage of that traffic, plus it should help you get a higher ranking for that term.