Branded type product names or trademarked products you have or sell.
For example an insulation company may use "Fiberglas" or a Car
company may use "Mercedes" or "GM".
Words commonly used in your industry. Be careful here not to get too
industry specific so that your target audience wouldn't know what these
words are. The words want to be words that the general public might
enter into a search engine in order to find you. For example an
Italian Restaurant may want to go after Lasagne or spaghetti versus a more
exotic pasta as most people know what lasagne or spaghetti is.