Read about ranking tools
For general audience just a generic keyword would do but for a more specific audience the generic keyword must become a keyword phrase for it to register in the ranking list for that type of audience. The simplest example is of the Java, which when searched would yield results such as type of coffee, motorbike brand, computer language etc. However, if your target audience was the nerdy lot, maybe Java programming or words to that effect would have been a better choice of keyword phrase. Also, unless you are targeting Arabic readers, most of us are used to start reading from the Top left hand corner. It has been found that on an average, an internet surfer loses interest in the text after about 250 words.