In the area of keywords and their value in your SEO campaigns, you need to know what it is you're trying to measure. You may find it hard to believe but the volume of traffic to your site isn't the main issue. For example, if you have high volume traffic but few responses to what you're wanting your visitors to do, than you're not fulfilling your purpose no matter how many visitors you get.
So if volume is the only thing you're measuring, it can actually give you a false sense of success rather than a warning of what keywords changes you may need to make.
If things aren't happening the way they should be, you need to take a step back and objectively look at your overall words that are being used.
One interesting thing to keep in mind is that there are many online marketers that use keywords that enhance their own egos rather than their bottom line or purpose.
There is a simple question to ask yourself to get the best results: Are there more targeted, niche phrases or words that could be used that may lower the traffic volume but increase the return on investment (ROI) of the site?
Don't let large volume with little response lull you into a sense of false security. In the end ask yourself if those visiting are doing what the purpose of the page their visiting asks for. If not then make the changes needed to have that happen.
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