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Many businesses focus on keywords that are far too generic. An example of this is 'coffee'.

Imagine a searcher has just typed in "coffee" into Google - what are they looking for?

Somewhere to drink coffee?

Coffee cake recipes?

Coffee coloured paint?

Coffee machines?

Coffee grinding machines?

and the list goes on...

The point is that all of these are possible. The term is too generic - and although it has a huge amount of search traffic and therefore the temptation is to try and grab that traffic - many of those searchers will not be looking for what we're able to offer them, so will end up leaving the site.

So, let's imagine we have a small independent coffee shop. What traffic might we want to focus on? Maybe our online shop sells coffee beans.

A quick check and there's a much smaller group of people typing in "medium roast coffee beans vacuum pack" into Google. But what do we know about those searchers?

They're looking for that product specifically and they're looking to BUY that product. So, if our small independent coffee shop sells medium roast coffee bean in a vacuum pack then we optimise that page (where you can buy the beans) for the phrase.

We'll attract a smaller number of searchers; but, we’ll be able to convert a much greater percentage of those visitors. This means, your site makes more money - which is what our goal is for our website.

So, when you’re choosing your keywords, resists the temptation to jump on the generic ‘big’ keywords and instead focus on the keywords where you know what the searcher is looking for - take them to a page where they can get/buy/read about the thing they want.

To understand more about SEO and how it can benefit your business book onto out SEO workshop on Thursday 13th June 2019.

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