For instance, if you have a fitness center and start a blog about fitness, it will be too hard to start ranking for the term [fitness]. Find out which aspects of your blog are unique and try ranking for those terms. Perhaps you write about fitness exercises for retired people. Aiming to rank for [fitness routines for retired people] could be a good strategy. In that case, you should also aim for [fitness tips for seniors], [fitness exercises for retirees] and so on. If you have been around in your niche for a little longer and you successfully rank for long-tail keywords, you could aim to rank for more head terms as well. Ranking for competitive keywords should be part of a long-term successful keyword research strategy.