Use wordtracker or Googles Keyword Research Tool or other means to see which of the search goals are worth an effort.
- Don't invest effort in something nobody searches for.
- Don't invest effort in a term they are bound to win anyway such as those with their name. This page, for example, would win a search for 'hotdoodlefunnyterm' because there just are not many references anywhere to this term.
- You might find a phrase you overlooked, such as "backyard" for a landscaper.