Optimizing for secondary supporting keywords can be a golden mine because when everybody else is optimizing for the most popular keywords, there will be far less competition (and probably more hits) for pages that are focused on the minor words or synonyms.
For example, “real estate in Tamilnadu” might have much less action than “real estate” by itself, but if you are operating in Mississippi, you could get less volume in traffic but considerably more refined traffic. Also do not under estimate the value of working with acronyms. For example “real estate TN” or for example “Company in NY” short for New York.