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Keywords shouldn't always be what you think they should be. I know a company that sold stain repellent for furniture, they thought their keyword should be "Furniture Protection". That isn't a keyword, it's a slogan. If someone is walking by your storefront and they see that in the window then they'll know what you're about but if someone is on the internet using a search engine they're never going to find you that way. There are a number of keyword research services, both free and subscription based (such as Wordtracker) that will give you estimates of how many people are typing what words into search engines on an average day.
Once you can develop a list of keywords that are relevant to your business that people are actually spontaneously typing into search engines on their own, these keywords should be broken down into tiers. The keywords with the most hits should probably match up with your homepage, the keywords that are about 5-20 less popular may or may not warrant some sub-pages and then smaller keywords should be classified tier-3 and set aside for the time being. Any one page should be optimized for no more than 3 keyword phrases, optimally. The more keywords you try to optimize for, the harder it will be to get ranked well for any single one of them.
As mentioned, you only want to have at most 3 keyword phrases per page. That includes your homepage. It's not always the case, but often you will want the top 3 most typed keyword phrases to be the ones you optimize your homepage for. If there are more than 3 that are all around the same number of searches then you have a decision to make. Often a few of them might be directed at a subcategory of your business, so you might have one sub-page that will be far more popular than the other sub-pages. The other option is a second website. If it's just four (or... err... five) you CAN try to optimize your homepage for all of them, but that should be a last resort decision.
The 2nd tier keywords, as you may have already figured out, should be designated to sub-pages of your site. In this case, we're usually talking about pages that are linked to directly off your homepage. If not, make sure you have a good solid reason. You might even want to link to those sub-pages from your homepage using link text that contains one (or possibly two, depending on how natural it looks) of the keywords you're optimizing for. These links tell the search engines what's at the other end has something to do with the link text used, therefore giving the page relevance for the intended keyword.
Your 3rd tier of keywords won't go to waste, but usually you want these on pages that are two clicks off your homepage (in other words, linked directly from a tier-2 page). Just like the other pages you want the keywords in the HTML TITLE tag and used on the page at least once (and definitely not excessively) but that's pretty much all your need to do. The other keywords will likely need some help -- links from other websites, the obtaining of which will be covered in a later article -- but 3rd tier keywords are usually typed infrequently enough that there isn't much competition to rank highly for them.
If you do get a couple of good inbound links with your keywords to some of these pages, you will likely rank them far easier than the other pages of your site. Just be careful how much time you spend on them though because they are by definition low-volume keywords. Collectively they can bring in a ton of website traffic but individually they won't bring much.
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