Diversifying your keyword portfolio is imperative for any SEO campaign. How many successful business models are vested in one client or only target one type of potential client for their survival? Only the ones that can afford to fold up shop if any unforeseen variables percolate or disrupt that particular monetization model.
SEO requires diversity, without it, dependency can occur on a narrow range of keywords and / or modifiers. Keep in mind that search engines are based on language and that language is the predecessor of relevance which is the basis of information retrieval.
If the context is lost between keywords, synonyms, polynyms or other nodes of interpretation, then relevance suffers, which is why keyword context is your greatest ally. If you know which keywords comprise the conversation of commerce for your market, you may also have a better chance of sprinkling those long-tail keyword variations into each page of your website. The next step is to tactfully understand the hierarchy starting from the most competitive keywords at the top moving all the way to the low hanging fruit and long-tail variations.
You can gain more traffic and conversion from multiple long-tail keywords than putting your eggs in one basket and overly depending on a prized broad level / “general” industry keyword. How frequently would someone looking for a new car type in new car or someone looking for a new computer type in new computer or just the word laptop for example? Even if they did type that variation of a broad level phrase, these characteristics of someone conducting an educational and not necessarily a transaction based query.
If you are in business and conversion and sales matter (either on the front-end or through an affiliate back-end), then making each visitor count and ensuring that they are (a) arriving at the appropriate destination (b) finding what they need quickly and efficiently and (c) are reacting to the call to action and value proposition presented is based on the initial keyword in many ways.
Going back to the example above, if you were an e-commerce website that sold all makes and models or computers, then would you rather optimize the word new computer or would you optimize dell laptops, apple I-pad, HP Pavilion? If you answered the latter, then you are in good shape.
The conditions that best frame the mindset of the consumer and mirror their level of intent by matching the message and tone of their query space are the pages that yield the highest conversion. Using the car example, would you rather rank for “new car” or “2010 Audi R8” if you sold Audi’s?
By strategically segmenting the type of viewers you prefer to peruse your website with credit card in hand, who are just itching to make a purchase, there is a higher degree of consumer engagement. The takeaway here is, don’t overlook the long-tail and “less competitive” / “more specific” keyword variations which collectively represent a higher ROI.