Select keywords with low competition and high search volume. While short, general keywords may increase the number of searches your site is on, the competition for these terms is so high that your site will likely never appear anywhere near the top of the SERPs.
For example, a company that provides kayak tours in Upstate New York may wrongly consider targeting a generic phrase like “kayaks” in hopes of getting traffic from every person who searches for anything related to kayaking.
However, because “kayaks” is such a general term, your site will have to compete with every website dealing with kayaks, including massive retail dealers, popular online hobbyist magazines, and more. With such a generic keyword, the competition is too high—no one will find your site.
Consider a more specific phrase, like “kayak tours in Upstate New York.” The phrase’s specificity means you will appear in fewer searchers, but your site will be ranked much higher in SERPs when you do appear.