Amen! and Amen! again..
I can't count the number of site owners who've told me..
"We're not seeing enough traffic from Google, what's wrong?"
I look at the SERP's they are in, and 80% of the time, they are
'selling' terms that
a) Nobody is even aware of.
b) Are way too industry-specific.
c) Aren't covered for mis-spelling or truncated versions
d) Aren't backed-up with terms Mr. Consumer would be using
when "conceiving" what they do/make/sell -
And therefore, would in fact be searching for.