On the high end are very competitive keywords like “coffee” or “jewelry” these keywords are going to be ranked by very large companies and websites. The words receive billions of searches every month. As phrases become more pointed, the competition, on average, decreases as does the amount of search traffic, so it becomes easier for smaller websites to begin to show up in Google results for either search traffic that does not exist yet or for some very pointed search results. Google estimates that over 20% of its searches are brand new, meaning no one has ever searched for that phrase before. This leads us into what’s called the long tail of keywords and its a graph that looks like this.

Therefore, over time if you have lots of web pages with unique and highly targeted keywords, that will end up being worth more in traffic than ranking for just one highly competitive keyword.