What if I am targeting the wrong keywords?

Hi everyone,

I think I have an SEO question but as any SEO efforts I might have made on my site would have been purely by accident, I am not sure.

The situation is this. I signed up today for one of those free reports you can get done on your site, offered by a company that would of course help me with my keywords and so on once they have worked out areas of my site that needed work.

What I was not sure about was that the report (which was very concise for something free) was based on the assumption that the keywords I was targeting was "work online". Now actually I haven't actually targeted that specific key phrase at all because I thought it was highly competitive and the information the report shared about my competitors (based on that keyword) supported that.

I don't know how they decided what keywords I should be targeting for my site - whether it was from the content, title or maybe that is the main keyword Google has decided works best for my web page - I guess my question is should I be targeting that keyword phrase as suggested in that report, or should I ask for another report to be done on my target keyword(which probably would be a bit of a cheek given that it is free and I am unlikely to be able to afford their services anytime soon) or should I just ignore the whole thing.

I have read a lot of information on here about the importance of keywords and have to admit it is not something I have researched very thoroughly - but maybe I should - But on a positive note after 300 visitors to my site in the last 14 days I finally got someone to sign up for my free report - must mean my conversion rate is something like 0.003% - wow, what a start

Any tips would be appreciated
Thank you
Lisa