Learning to Optmize Search Engine Terms - Using Power Words

When learning to optimize our Vocabulary Games site for search engines we have found that some terms are much more powerful than others. "Power Words" for instance seems to be an important term which isn't immediately obvious when delving into the world of Vocabulary, but makes sense once you know about it!

We've found that we're not gaining any traffic on terms like Vocabulary Software, although it is a powerful concept in Googleland. Is it important to know what we aren't as much as it is to know what we are? We don't rank on the term "fruit baskets" either. What does this tell us? Hmmmm