I'm getting ready to start a second ecommerce site and I can't decide if the 'go big or go home' philosophy for keyword ranking is smart or ignorant, so I wanted to get some opinions, whatever they may be. This assumes that I know how to rank for moderate to difficult keywords - which I do. There's a massive collection of secondary (long tail) keywords I found that belong to a very specific product. All of these secondary keywords have "high" competition in adwords and most also have big box stores sitting on the first page, but there are no stores dedicated to only selling this one product (and its many variations - hence the many keywords). So I guess my question here is: Although the competition is steep, can this kind of situation be overcome by starting a store that sells only that product and its variations? As opposed to the big box stores which sell the product and currently rank for it, but certainly wouldn't be as relevant as a store catering to that very specific product (and its many variations) only? Your thoughts would be appreciated here because I'm on the fence with this theory, considering how much money and time I'll end up throwing into it before I see if it's going to work for me.