A lot of companies are singularly focused on key search terms that are miles beyond their reach especially if they have a brand new website. So yes it is only natural that it will take a bit of time to get decent rankings for highly competitive generic search terms.
When PoLR analyses key search terms for our clients we go beyond the traffic results. We research the competition and uncover key search terms that generate targeted traffic and are achievable in a short space of time. Yes, less competitive keywords usually mean less traffic, however as these search terms are far more specific they bring with them much higher conversions (clients want buyers not browsers don’t they?). At the same time as achieving these short term results we are continually working on climbing the rankings for the far more competitive terms you desire.