Once you've completed choosing all of your keywords, the next step is to start assigning those keywords to the pages on your website.

This is known as building a keyword sitemap.
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​Why is this important? Google works in such a way that you need to provide it with the best possible landing page for a given keyword.
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​What is the best possible page? It's a page that is dedicated to, and knowledgable/authoritative, about a topic.
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Let's say I want to rank my plumber's website for the two terms "plumbing" and "bathroom installation".
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Now, although these two terms are closely related to my business, for Google they are two individual topics. Therefore, I am not best advised to SEO both of these keywords on a single page.

Why? Because you're diluting the authority of that page by talking about two subjects.

The solution to this - from an SEO point of view - is to create different landing pages for each service, like below:
​domain.com/plumbing
​domain.com/bathroom-installations

You can then SEO each of those pages for the relevant keyword, and have a much better chance of ranking in Google!