For example,you rarely want to target a single keyword with the billions of words indexed on the web now,generaly one word simply won't cut it.People learn quickly that if they type in "real estate" or "properties" that they get listings for real estate from all over the world. It wiould be nice if you popped up there on those extremeley broad keywords however a better use of your time is top pair the generic keyword with something more specific. You might get lucky and rank well on just real estate since it's in your page too,but if not,at least you'll rank well on "Boston real estate", which will be far less difficult to achieve a top10 or top20 listing for. These keywords will also bring you far more qualified products.
Don't worry about there not being enough top10 slots where you can achieve a high ranking. True,there are some keywords that are very competitive. And if you find that no matter what you do,you can't get in that top10 spot for that one word or phrase, just be creative! There are so many other keywords and keyword combinations where you cn achieve a top10 ranking.It's really not very difficult at all! Once you tap into some phrases people are searching for on to find your type of site, you will have tapped into a continous stream of free advertising for your website which sure beats paying out a month or more in banner ads.
For example,if you don't achieve a good ranking on "cheap airfares", keep trying,but also be reative and target "inexpensive airfares" too. It's all about thinking like your customer or client and it's really prety easy to find a keyword combination that you can dominate in the search engines. You'll often find that there are more people searching for these other phrases than were searching for the first phrase you thought of.
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