When considering SEO strategy, many businesses focus too much on single words. These words are sometimes a head phrase, one which can be highly competitive and hard to break through, even with an assist from paid search. Think basic words like "shoes" or "shirt" as an example.
Instead a two-word phrase, three-word phrase, or a descriptive noun may be the very way customers are discovering a website and consequently a business.
This inforgraphic from HitTail explains the value of long tail SEO. You can other useful infographics at Small Business Trends. Small Business Trends has been a Zimana client for the past 4 years, and have expanded their content to include great infographs from partners such as HitTail.