You should have your website keywords researched and plan a silo structure for your website. This is also part of a good SEO services. With good keywords research done, you will know what keywords you want to be ranked for your website. After that, you can plan your pages with the keywords to use for each page. Plan your main keywords, secondary keywords and other key phrases to support one another. Once this is done, you will have a very well-structured content strategy. From there, you can do proper internal linking and anchor text profile.
The keywords competition is also an important factor to consider. If your website is a new site, you need to bear in mind how competitive your keywords used for your site. If you use keywords that is very competitive, you may never get your website ranked on search engine. It will take lots of time and effort to do so. It is however, much easier to find easy to rank keywords with search volume and start optimizing these pages to get ranked. Once you have gained the trust of search engine and get ranked for lower competition keywords, you can start to gain ranking for the more competitive keywords. This progressive effort will make your website get more ranking in the long run.