There's a huge amount of data and it's important that we can consider and evaluate the attributes of keywords to determine whether we should target them within our keyword strategy.
There are 3-things we need to consider:
- Search Volume
Does this keyword accurately reflect the nature of the products and services you offer?
Put yourself in your customer shoes. For example, if you were looking to book a specific training course what would you do? Perhaps you'd enter the actual name of the course and any specfic reference number?
The number of searches per month for a particular keyword.
How difficult will it be for us to rank above our competitors.
A geat tool to help is MOZ Pro "Keyword Difficulty and SERP Analysis".
For many organisations finding lots of long tail keywords that don't get a lot of searches, are less competition but highly specfic offer a great approach for attracting customers.