The first step is finding out which keywords browsers actually use, and then narrowing that down to the most popular keywords, with the least competition. As you can see, the most popular keywords, with almost no competition, are "Mortgage Lending Services Company" (with capitalized first letters) which is not intuitively obvious.

Other methods of finding keywords, such as Goto, or reading competing site's meta tags aren't effective because 1) you don't know how many sites are competing, and 2) there may be more popular keywords these sites aren't targeting.

KEI analysis is a measure of the popularity of the keyword and the amount of competition. A high KEI ratio is where a keyword is very popular with very little competition. A KEI ratio over 50 is good, and over 100 is excellent.