Yes, it is about pairing the wood to meat. I'm no expert, but I know what I like and I don't like fruit wood smoked meat. I use primarily hickory, oak, mesquite and will occasionally use maple as it's very mild compared to the other three, imo. I'll often mix hickory and oak and call it "mixed hardwoods" if someone asks. One thing is certain, the type of wood used can completely change the flavor. I've never smoked cheese so I don't have a recommendation.
I also don't keep meats on wood for long. I like to bring a lot of smoke for a short period (30 - 45 minutes) and shut that part of the process down but again, I've never smoked cheese.
Here are some of my favorites:
Fresh ham - mesquite
Beef - hickory and/or oak
Turkey - mesquite
Chicken - hickory
Pork Chops/roasts/ribs - hickory and/or oak