This is actually one of the fundamental strategies that you will employ when looking for keywords and keyphrases: looking for those that don't have a huge amount of competition. In other words, you ideally want to pick something a little more obscure and unique (such as a local search term) that won't be being targeted by big corporations on the planet.
So if you have a search term like 'buy DVDs', you might well find you need to pick something a little less general to avoid going up against the likes of Amazon. In that case, you may decide to choose something like 'buy action DVDs' or 'buy discounted DVDs' or 'where to find DVDs'. Any of these
terms is going to be a little less 'in-demand' and you'll have more chance of reaching an audience with that search term as a result.
Then again though, you also don't want to pick keywords that are going to be so obscure that no one is searching for. Target 'where to find old action DVDs' and you might only have a few searches per day – which won't result in many sales.
The key then is to find the 'sweet spot' where you have lots of people searching for something but there is not yet that much competition.
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