And it is probably completely true, any search term you are looking to market on, or draw traffic from, if you aren’t on page one of google then you might as well not be at the party.
And this is why you need to focus your efforts
1/ Pick your search terms carefully, make sure they will not only generate traffic but make sure they represent the right traffic, traffic that will actually buy from your site.
2/ Research them, make sure what you are trying to achieve is reasonable (i.e. dont go after Amazons top search term, because it may bring you traffic but you are very very very unlikely ever to get to page 1).
3/ Optimise your landing page, give your keywords the best possible place to land. and your new visitors an attractive and informative entry point to your site.
4/ Track and Record, Baseline before you start and measure performance regularly, this way you know whats working and whats not.
5/ Go to 1 and start again, keep doing it, a little bit every day, just keep doing it.
Doing It All Again 