It can be very expensive to try and go after keywords that are only one word long.  That means that if you’re trying to build traffic for a specific keyword like “coffee,” you’ll be running up against a lot of competition.  Plus, you’re likely competing with the big boys like Starbucks.  On the other hand, if you choose to go after more specific keyword phrases like “Coffee Shops in Northern Colorado,” you take yourself out of the world-wide race to get to the top of Google’s rankings and now you’re only competing against the small handful of local competitors.  It’s always cheaper and easier to go after two and three-word phrases to drive traffic to your site.

Hope that helps…

Chadd Bryant