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Which keywords should I try to rank for?

Probly a newbie question, but I think it's important :)

7:38 am on Sep 14, 2006 (gmt 0)

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How do I know which keywords I should be optimizing for?
I might have a ranking on "round widgets" when people search for "orange widgets" more often...

edit -
Oops, wrong forum! should be in "keywords"