In the early days of search engine optimization it was common to frame an SEO strategy around issues of keyword research, keyword rankings, creating content to target keywords, and so on.
Back then this made sense. We didn't have mobile devices we were searching on so that variable—mobile v desktop—wasn't in play. Additionally, search wasn't really personalized based on the user yet nor did search vary a ton from location to location. Put another way, the top results when someone searched for "cloth diapers for infants" in Lincoln NE would be pretty much the same as when someone in Phoenix searched for "cloth diapers for infants." Thus it made sense to go after specific keywords: Keywords were the access point for reaching a large audience.
That's not true today.