Early on in SEO I learned traffic to individual keywords is bound to be disappointing. I remember my first client, a company that makes folding bikes named Breezer (yes and I just gave them anchor text and no they are not paying me. Hey, they gave me my first gig, I owe them something!). We got their keywords to the first page and the traffic was yawn worthy (despite what WordTracker predicted).
And then over the years I have ranked for some of the best individual keywords in search (“Airline Tickets”, “Used Cars”) and while the traffic was very nice, it was not game-changing. Besides, there are a precious few of those keywords and it is harder than ever to target specific keywords. Game-changing has always been the Long Tail. That’s what I learned by studying TripAdvisor’s tactics many years ago.