Keyword Research

I have just read a very good article on keyword research:
http://rapidrollout.wordpress.com/2008/09/22/how-to-do-keyword-research/#more-39

Not just good advice for those setting up businesses on the web but for those setting up (or trying to improve) any type of business to check what are the keywords on competitive and related sites and which ones are most popular. This will help you work out what is important to your audience (unless you have a particular offline audience who are likely to have different interests and concerns, in which case I suggest some telephone research).

But for most people I would recommend reading this.