Sometimes getting better search engine ranking may require some reverse type thinking. Looking at sites which directly compete with yours is one of the best techniques in SEO.
By analyzing your competition you can find quickly new keywords you never thought of for your website and also find out how effectively your competitors have used these targeted keywords. Be sure to look for target phrases (usually the most competitive term) your competitor is using. Also be on the lookout for long tailed keywords as well.
Once you have a good list you can begin analyzing the popularity rating of each keyword and select the ones that make sense to the content you have in mind. Using the appropriate phrases and keywords will only bring you better search engine ranking.
There are lots of “keyword research tools out there. Ubersuggest is a good one to check out- and its free as well. Look for keywords that bring a fair amount of traffic but are not too competitive. And remember, choose the keywords that are the most relevant to your website theme. Good luck!