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To add on to what's already been said, consider investing in keyword tools, whether that's AdWords or even using MozPro. That way, you can research keyword volume for topics that you're targeting on your website and see how often they're actually searched. Additionally, it would be wise to blog frequently and create an authoritative voice in the community. Target long-tailed keywords and set up an FAQ (which you can later build out by posting a blog on each question in addition to the short answer featured in the FAQ). Since you're targeting millennials, having a social media presence and considering an email newsletter are other strategies that will help YOU nurture your relationships with your users.