Start with Low Hanging Fruit
There are an unlimted amount of keywords that you can rank for. Some keywords are easier to rank for than others, which is why you have to go for the low hanging fruit first. Low hanging fruit pertains to picking the easiest keywords to rank for in search engine results. If you want to get a website ranked quickly, focus on picking low hanging fruit by targeting keywords with a high search volume and lower competition. These types of are called long tail keywords.
The opposite of a long tailed keyword is a short tailed keyword. A short tailed keyword is usually something very common, like "tea". For example, if you just opened up a brand new online tea company and just created a brand new website, then I can guarantee that you will NOT rank in organic search for the keyword "tea". Maybe one day you will, but I can already say it won't be any time soon.
Optimize for Long Tail Keywords
Long-tail keywords are more targeted and specific. This is considered the low hanging fruit of SEO. These keywords are usually used by searchers who have a specific need or question to solve, so competition is typically less fierce than for broader keywords. Which is why getting your website ranked for "Assam Ginger Peach Black Tea 1lb bag" is a lot easier than getting ranked for "Tazo White Peony Tea", but that keyword is also easier to rank than just plain old "Tea". This is why getting ranked for long tail keywords is a lot easier and you can definitely do it without obtaining a single backlink!
Related Article: The Difference Between Long Tail and Short Tail Keywords