What points should be taken care off during keyword research?

Marketing
1

Keyword research is a very imprortant part of SEO . I mainly consider
4 points -

  1. Target Audience
  2. Target Location
  3. Target Search Engines
  4. Business Type B2B/C2C .
    Can anybody please tell me more about it ??
2

I concern myself with absorption (the amount of times keywords are used) - Competitive element (how many pages are targeting selected keywords) and the inherent strength of the website I am working on