We love to use SEMrush and Google Analytics for keyword analysis. We use these tools to know things like which keywords will bring you the most traffic, which keywords we want to rank for next, and where we are having issues.
These tools help us make a great roadmap and they help us make micro adjustments. We can also find keywords that were not on our radar and add them into the strategy.
Another cool thing, is we start seeing long tail keywords or keyword phrases that we begin ranking for. These are great victories and they really add up! Long tail keywords might only have 50 people a month searching for them, but when you have 100 long tail keywords that your ranking for, that is an extra 5000 people a month visiting your website.
With SEO, it is always wise to take a step back, look at what we are trying to rank for, and determine what keywords are working and what are not. Sometimes we might not be ranking for a certain keyword that we are putting a lot of effort into. We want regular easy wins, and if something takes too much effort, it is usually a good idea to save it for a later time when your website authority is better.