I start my searches with what would be logical keywords, then expand into some more less common ones, as well as more targeted ones. For example, if the keyword is "Real Estate", then I would look at that first, then focus on less used keywords, such as "residential real estate" or "townhomes for sale", and this is when you should also look at targeted keywords, such as "Destin real estate", or even more specific, "Destin residential real estate". The best words to use are determined what you want to search, and always check to see what's trending. If possible, see if you can use what's trending and get some extra traffic by using these.
Here is a link to Google Traffic and is a great way to see what's currently trending.