Focusing exclusively on one highly competitive, broad keyword (or a few such keywords) in an attempt to boost the search ranking of your website is a flawed SEO strategy. This can drastically affect your profitability, because users can be very specific in what they are searching for online. This calls for a much more comprehensive SEO strategy for your website, to ensure that it is successful across as wide a range of keywords as possible.
A good SEO strategy would involve ranking well for a variety of terms and key phrases rather than single keywords, since ranking for a generic term is often less useful than ranking for a more detailed key phrase that is less competitive.
Your SEO campaign should begin with a focus on such long tail keywords that are less competitive, but will be more successful in drawing traffic to your website and converting traffic. These key phrases should share a keyword theme, which will result in increased rankings for competitive terms.
Why optimize for just one keyword when you can optimize your web pages for more key phrases? The greater the number of key phrases that you optimize your web pages for, the more targeted search engine traffic your website will receive, resulting in higher conversion rates.
