Starting keyword research without a direct competitor to analyze

[c2g]

I work for a non-profit who has always had the luxury of being a monopoly when it comes to the service we provide. Without getting into the boring details, we have an international audience that needs to get certified through us to continue their educational pursuits in the US. Easy as it gets in terms of SEO.

Now, we have a for-profit venture based on our existing verification services where we offer those same services for international organizations. After a lot of research, we haven't been able to find someone else out there similar enough to be considered a direct competitor - at least to the point where I could look at what they're optimizing for.

My question is this: without a clear-cut competitor to identify and analyze, where should we start for keyword research?  We think we know how people would find us, but analytics data for the better part of a year shows all traffic as brand-related. Fortunately, we have many long-standing relationships with international organizations, so obtaining links has come naturally after linking to the new venture from our home page, news, SM, etc. But as far as providing our editorial staff - who, up until now, had never been concerned with keywords - a place to start for keyword research so they can then employ a basic SEO checklist... where would you start?

[KevinBudzynski]

If you go down the adwords route, checkout Google Grants (free advertising for non-profits).

[jesse-landry]

Adwords. Create an account and use the Keyword tool, then just start typing in every possible keyword combination you can think of and looking at monthly search volumes for each. It will also suggest some ideas based on what you're feeding it to help you think of more.

Good luck!