Client: "I want to rank for the keywords X, Y and Z."
Me: "Why do you want to rank for those specific keywords?"
Client: "Because that is what my product/service is..."
Me: "Ah, I see, but do your customers/potential customers use those keywords to search for your specific product/service...in your area?"
And that is a conversation I've had countless times over the years.
Keywords can be slippery little suckers to nail down. It's not just about ranking for keywords for the sake of generating any traffic; it's about getting ranked for the right keywords--the ones that your customers and potential customers enter into the all-knowing search box on Google.