This is not a secret trick or even an impressive tip. This is just fundamental SEO that occasionally gets overlooked.
If you want to get traffic, make sure your site mentions what users enter into the Google search box.
Here are tips based on some mistakes that I often encounter:
Mentioning it on one page isn't good enough
If a keyword is important to your site, then you should have several pages talking about it. Trust me, with some creativity you can write multiple pages of unique and useful content. Even better make those pages interlinked so users (and googlebot) can easily find your comprehensive coverage on that term.
Synonyms are important
Some webmasters have tunnel vision and only use one form of the keyword. I don't know why. Maybe they think keyword stuffing is a good idea. First, this is bad because it looks spammy to Google. Second, you pass up the opportunity to rank for the related search traffic that is using the synonyms. Plus using relevant synonyms often makes your content sound better.
Embed keywords into relevant content
Google tends to devalue/ignore the footer and sidebars so don't rely on them for your content placement. If that keyword is important to your business then make sure it is embedded within relevant and supporting content.
Don't limit your target keywords
Let's avoid a bad self-fulfilling prophecy. Just because you never get traffic for a keyword is not a justification for the decision to never build content for that keyword. You need to test and make sure this is the right decision. I have helped many businesses expand their geographic markets simply by building out content targeting those areas. The businesses thought those areas were not interested in them so they never built content. In reality, consumers in those areas were avoiding the company since they had no content about serving those areas.
Hopefully your content is perfect but most websites have room for improvement. By simply improving content, I have been able to double traffic for many of my clients. Its not a trick, its just fundamental SEO.