You need to take into consideration how keywords are going to shape your content, and how your content needs to be formed to support your user's intent, both in getting searchers to your site and to help them navigate while they're there.

Think of this scenario:

Your manage an eCommerce website that sells high-end camera's and camera equipment.

Two visitors come into your site using the search term "SLR camera accessories," they both searched Google using the same body term with commercial intent.

They are both looking for the exact same product, a Noktor 50mm lens, but here's where it gets interesting, and where alignment between keywords and your content becomes critical to conversion - one visitors click's into the category "SLR Accessories," while the other clicks into "SLR Lens."

Do they both find the Noktor 50mm lens they're looking for?

It depends on if you have listed the product in all of the intent-based locations where it's relevant.

The separation is between product versus function, one user is looking for a product specific attribute, a lens, where the other is looking for a functional attribute, an accessory.

In this example, it is not as much about the specific pain points - as it is how different brains approach solving the same problem, and how content needs to be structured as a path toward a solution, regardless of which path is taken.