Books have been written about this topic but small businesses generally need to produce fresh, relevant content that answers or addresses what your target audience is searching for online.
A company blog is a great way to talk to your customers. You can answer frequently asked questions, give advice on solving key problems your customers face or just give updates on your company.
Don’t worry too much about using specific keywords. Search engines are getting much more sophisticated than they were only a few years ago. They look beyond just keywords to lift content in search listings.
Do make sure that all videos are accompanied by text. Search engines cannot analyze videos the same way they do text.