Research is an essential element of any SEO strategy and keywords are a big part of it. While general-topic keywords are a big part of the SEO focus, you should keep in mind that you won’t get most of your traffic from just one keyword. Enters long-tail keywords strategy.
Long tail refers to keywords that don’t have the highest search volume, as they refer to more specific topics. For example, “how to choose running shoes if you have plantar fasciitis” vs. “best running shoes”. That is why long-tail keywords also have a higher chance of generating conversion and rankings — they carry more context of the search intention.
Add to this the fact that Google has been improving its semantic intelligence to be able to associate related keywords by topic and you understand why your keyword research and your content strategy should contemplate the long-tail possibilities.