Some keywords are slam dunks. They’re high volume, “head” (not long-tail) keywords, and people who are searching for them want what you have to offer. They produce great ROI. They’re the low hanging fruit.

Other keywords are a little or a lot further off the trail. It takes more clever advertising to direct people from those searches to what you offer. It may require a persuasive landing page. You have further to go from where the searcher is at psychologically to where they’re buying what you’re selling.
Action-Oriented Keyword Selection

The first way to think about this in terms of searcher intent is what action are they wanting to engage in.

If you’re booking hotel rooms in myrtle beach, the guy that’s searching for “book myrtle beach hotel room” is just who you’re looking for.