Better keyword - why not the best?
We use the words "better keyword" because ANYTHING web is an evolution. 25% of the keywords we target today will be different in 6 months.
Why is this so you ask? Well consider the constantly changing landscape of products/services (either actual or perceived), brands, competition, advertising, technology, social media, changes in Google ranking algorithms, etc.
Top line...think "ipad2," "typewriter," "green printing," "organic pest control,"- was this the same 1, 3, 5 years ago? We think not!
Take a peek at the following Google trends data for the ipad. Yep the better keyword matters, it evolves, change with it and adjust or be left behind.