Yes, keyword is everything, no matter what you are building or dealing, keyword always will be the king. Why? Because keywords are always start point to making money… If you can find good one, i can guarantee that you will be happy for that  =)
It is essential to do good keyword research, It can reduce your effort also increase too,  a keyword with very big competition can be hard for new website to get results in short time.
So If you are looking for keyword the main goal should be  Low …