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Generic Keywords

Figuring out your branded keywords is easy. But if consumers aren't familiar with the name of your company or products, you must rely on generic keywords to get people to your web site. Even corporations that want to expand into new markets need to promote keywords that are related to their business but aren't names of specific brands.

A good generic term list contains popular words. (There's no point in buying “underwater basket weaving” if nobody is looking for it. Although oddly enough, there were 224 searches for this phrase on the Overture network in September 2003. Go figure.) However, your list needs to be narrow enough that you won't pay for junk traffic. (If your company sells scuba gear, “water” is too broad to deliver customers cost-effectively.) The following guidelines will help you develop a list to target potential customers.


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