Specialized Keyword Phrases Convert Better

The more specialized or targeted your keyword phrase is, the more targeted your audience, the more qualified the potential traffic, and hence the greater the potential sales conversion rate will be on your site. Do not discount keywords just because KeywordDiscovery or WordTracker shows a low traffic value - singly they may not bring much traffic but collectively they can. A large percentage of search is very targeted and specific using multiple words – this is the vaunted Long Tail.

Don’t try to rank highly on one-word and even competitive 2-word phrases - instead try 3, 4 and 5-word phrases. These are MUCH easier to rank well for because the majority of your competitors are all chasing the same generic words and aren't thinking about digging deeper. One easy way to get more specific is to put a geographic modifier in the keyword phrase (if applicable to you). If you are a veterinarian in Seattle for example, stop trying to optimize for the competitive Veterinary clinics phrase and instead try for Seattle veterinary clinics since your business is confined to that geographical area anyway.

Put another way, focus on depth, not breadth on your site.

What are your Secondary Keyword Phrases?

After using Keyword Discovery or WordTracker, you should have a list of phrases that do not have as high of a search (traffic) number as your Primary Keyword Phrase but are nonetheless also relevant. These are your Secondary Keyword Phrases that,
while also highly relevant to your website or business, are not searched on as
frequently as your Primary Keyword Phrase.

Using the example above, here are some Secondary Keyword Phrases for House
plans :

Secondary Keyword Phrases: Home plans
home designs
Houseplans

Secondary Keyword Phrases should also be used on your site, just not as frequently
as your Primary Keyword Phrase.