They mightn't own a brick and mortar store, but there are days when their stores are as quiet as a graveyard.
They might have a product, a service, or a book that they're trying to sell, but no one ever sees it.
And if they do, the only people who drop by are people just browsing... which aren't what they're looking for.
What they don't realise is that, like building a store in the wrong location in town, having the wrong keywords on their products has the same result.
If you're targeting under-performing keywords you're left with a sidewalk that's always going to be empty.
And if you targeting weak keywords, there's probably a good chance you're only attracting browsers and not buyers.
Which is just as bad.
Like not putting your store in front of a passing crowd, your products are going to leave or die with your keyword choice.
No matter how good they are.
You could provide the best service, product, or book, than anyone else out there, but if no one knows it exists it doesn't matter.