This is a crucial part of the process, every search marketing company proclaims to do it but its the mapping of the research to the right locations both in the selection of pages and the content that is needed to theme each and every page to search engine spiders.

Long tail is important but so is local search, especially now that Google is moving towards giving search based on GPS location.

Generic terms are very important but make sure you are realistic, it takes a lot of authority to get listed on page 1 for top single and two word SEO terms.