You need to do a comprehensive keyword research. This activity will help bring up those necessary keywords to target to your site. Skipping this activity will simply put you and your site aimless.
Moreover, you may also want to listen to what Brad Callen is talking about targeting long tail keyword phrases. His web site can be accessed at http://www.bradcallen.com/ - The information can be found in the "free 7 day course on how you can get your website to the top of the search engines as fast as possible" provided by himself.
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Do keyword analysis and choose some competitive and some less competitive keywords. Start link building with long tail keywords, once you get ranked for them try more competitive one. In this way you can rank for more than 2 keywords on same page.
I always start with five. Keep in mind that when you are working with your site, you don't have to link everything to the main page. If you are wanting to sell blue widgets, then anchor all of your blue widget links back to that page and not your main page. A lot of the time it will help with conversions since they are going right to the page that they are looking for instead of having to look around your site.