Keywords can be included in your site through news stories. These news articles can take the shape of press releases from other sources, internal press releases and links to articles on other sites.
Many of your suppliers and other strategic partners can generate press releases to inform the general public about what is happening with their company. These press releases could contain useful keywords for your website purposes. They could be copied word for word, or have some aspects paraphrased to meet your purposes.
It is also important for you to generate press releases about your company. This will help to gain links from other websites, but I will discuss that in another post. These press releases can contain more of the keywords that you want on your site.