Keyword research is the first step towards building your SEO/SEM. There are various types of keywords short tail, longtail, short-term, long-term, product defining, customer defining, geo-targeting, and intent targeting.

You can use your product/service keywords along with the intent of your keywords (categories of intent: commercial, transactional, geographical informational, and navigational). Example: If you have a website design company, you can use the keywords such as website design company in Bangalore, best website design company, website design for lower price etc. 

Google Keyword Planner is the best tool to research your keywords. Also, you can see keywords suggestions in the google search.