What are three key considerations when evaluating keywords for search engine optimisation?

When evaluating keywords for SEO, frequency refers to how often a keyword is searched, indicating its potential traffic volume. Competition assesses how many other websites are targeting the same keyword, influencing the difficulty of ranking. Relevance ensures the keyword accurately reflects your content and what users are searching for, leading to higher quality traffic. "Cohesiveness" and "execution" are not primary keyword evaluation metrics. Cohesiveness relates more to content structure, while execution refers to the implementation of SEO strategies. While important in overall SEO, they are not direct considerations for evaluating the keywords themselves.