Every company should be building and developing a connection with Google; increasingly Google controls who meets who. Even in the B2B world where sales cycles can be long, Google was often right there at the very start showing who should get an initial meeting or a request for quote. Optimizing Google is a long term and continually ongoing effort; mostly it boils down to educating Google about what you are an expert on. This sentence of course hides a lot of complexity and I’d advise using experts, but at the heart of it is “what keywords, or keywords phrases, are you going to try and convince Google you are an expert on?”
Everyone focuses on the obvious words, the ones that spring to mind and usually the ones that cause them to despair that they are not on the first page of Google search results for. The downside is that almost everyone else is thinking the same way, these keywords can be extremely competitive. Unless you have been working hard at educating Google, there are usually companies with a better and/or longer relationship with Google, and you will likely fail at overcoming them and moving up in the search results. Using the Goldilocks theme, these words are “too hot”.
Of course educating Google that you are an expert on keywords that receive almost zero search traffic is no good either (“too cold”). An alternate strategy is to go for a larger basket of second tier keywords; they are winnable as there is less competition