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Just ask yourself one simple question: why am I adding this page to my site? Problem solved. If the answer is to provide more information on some specific topic, then you have a keyword, the topic. If it is to advertise a new product or service, then you have a keyword, the product or service. If you don't know the answer to the first question, ask yourself this question: do I already have a page with similar content on my website? Would this add anything new? If you aren't adding anything new, don't add the page. You don't want to cannibalize your keywords with multiple pages targeting the same topic. As far as keyword selection, there you go. To make sure they are optimized for a keyword, simply make a checklist. Is the keyword in: title? alt tag? h1 tag? strong tag? That's about it.