Remember that you will only be able to optimize for what your website can actually handle.
If your site has little or no information, it's going to be difficult to compete with other websites out there.
Also, if your website is in a highly competitive category, such as travel, you'll be competing with some of the biggest companies out there such as Expedia, Orbitz, Travelocity, and Hotels.com. It can be difficult to rank well for these keywords that have big competition.
One way to avoid this is to optimize your website for niche.
For example, if you had a travel site, try to gear your content and keywords towards lesser competitive travel categories.