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Because the worlds biggest brands spend 3 Mil on an advert - not counting the production cost, showing during the most watched broadcast every year because the returns are poor.
Brand name and the thousands of phrases a user searches for! Remember, something like 20% of searches are incredibly "long tail" to the point they've not been searched before. To rank for these you need to have a content creation strategy deisgned to rank for long tail keywords.
And everyone forgets about branded terms!
Thanks for commenting!
I'm not saying we need to focus on each individual keyword in order to rank, far from it - SEOs and webmasters need to stop looking at individual keywords and look at the bigger picture and rank for 100's or 1000's of keywords that will naturally occur from expanding a site's content. As far as strategising, it's not that i've ignored it as such - it's just it would make for a good follow up blog of it's own! :-)
Your right in what you say, you need a focused strategy based around content creation to rank for long tail variations of head terms and indeed, it's not practical to consider each term individually - and you shouldn't. Good (quality & relevant) content creation will lead to the ranking of more long tail high converting keywords. Thanks for comenting!