The best kinds of keywords to focus your website copy on are the ones that aren’t too general.  General keywords are searched on by more people, yes, but the majority of those people may not be looking for your particular product or service.

For instance, here’s a list of all the various types of businesses that could use the keyword “graduation” –

• Photographers who do a lot of senior portraits or graduation portraits
• Diploma framing shops that sell diploma frames or frame your diploma for you
• Graduation clothing companies that make or distribute caps, gowns, and the clothes to go underneath
• Graduation gift websites that specialize in selling graduation gifts such as frames, mugs, and other keepsakes
• Jewelers specializing in graduation jewelry such as class rings

Obviously, the list could go on and on — there are a lot of different types of businesses that could lay claim to the  keyword “graduation.”  And while there are many more searches being made on general keywords than something specific such as “university diploma frame,” by using a more specific keyword you are more likely to attract users who will actually become customers.

Your best bet: Make two lists of keywords, one that contains more general keywords, and another that includes specific keyword phrases.  Then when you are writing your website copy, be sure to include both general and specific keywords on ever page.

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