Many people stop here and don’t realize how profitable using keywords in other ways can be. With this section you’ve done the basics – it’s now time to look at the less common uses of keyword research that can give you a real competitive advantage.
Before you create new content you should optimize your current content. Optimizing your existing content is the first step in getting a real business return from your investment in keyword research. Take a look on what improvements you can make on your current content to increase your Search Engine traffic or to improve your SERP ( Search Engine Result Position ). Be sure that you have organized your content with right keywords in the right place.

Site structure

The home page is the most important  page, I mean first impression is important. You should optimize your home page for 3 or 4 main keywords your website is about. The home page should have internal keyword rich links to category pages. This category pages should be designed for people that do more specific research. Everything in the categories page should relate to your home page. Your Home page should be keyword rich for 3 or 4 keywords but your categories should be more specific and should me keyword rich for 1 or 2 keywords.
So take a look to your main page and be sure you have got the logic of generic to the specific.
Here are the basic steps to follow to Optimize your categories page:
1. Make a decision on the specific subject you’re going to write about. Also you need to make decision  on the reason why you’re going to write it ( for example, ‘to help others about their business’ or ‘to promote a business opportunity’. )
2. After you made the decision for what you are going to write just pick a primary and a secondary keyword or keyword phrase around which you will optimize your content.
3. Use your primary keyword phrase in your title meta tag. If there is possible use your second keyword phrase also. Keywords in titles helps a lot on SERP. Don’t Spam the title using more than 60 characters.
4. In description Meta Tag you can use longer keyword phrases. Description meta tag should me meaningful and well written in English. Be careful to not use more than 200 characters.
5. Write keyword rich subheadings using tags like <h2> </h2>. Using H tags is very important for crawls  that help you indexing your page.
It is much better at this stage to writer persuasively for people, not search engines.