To understand search engines you first have to understand how search works. There are certain patterns and methods people use to search, Now it's up to you to recognize and optimize for them. one method of optimization is using long tailed keywords vs. a broad head keywords. Optimizing for more specific or a long tailed keywords is a great way to get quick and specific traffic right away. Ranking for a broad head keyword is expensive, highly competitive and most likely a long term project. By ranking for longtailed keywords it helps you build authority help and ranks for broad head keywords that would bring majority of the traffic.

More traffic doesn't necessary mean higher conversations, using a long tailed keyword helps generate a certain type of traffic. Long-tailed keywords are more optimized for conversations rather than mass amount of traffic, for example lets say you have a computer repair company based in Seattle, and want to increase sales by optimizing your website, A broad head keyword that you might try to rank for would be "Computer repair" or "PC repair" and if ranked well would generate a lot of traffic but might not necessarily bring in costumers. A long-tailed search optimize to grab more more costumers would be "drop off computer repair" or "Seattle drop off PC repair". People who searched these are more likely to use your services beacuse you catered what they looking for.

Only going for long tailed keywords is NOT the way to go, the truth is having a well thought out, long tailed and broad head keyword plan helps ensure quality traffic for now and the future.