This is more than just having words on a page. When it comes to SEO, you want to make sure the words on your page are relevant to your business and the kind of audience you want to attract. For example, if you’re in the retail business and your company specializes in affordable linen clothing for children (let’s keep the illustration goin’), trying to optimize for “women’s clothing” or “luxury children’s clothing” aren’t the most appropriate. What we mean when we say appropriate search engine optimization is that your key phrases should be able to attract your target audience. If someone is searching for “women’s clothing” and comes across your website because you decided to optimize for that as well, you might increase foot traffic. But, that person might not consider you a trustworthy company because they searched for one thing and found that you specialized in another thing that didn’t cater to their needs. This could be frustrating and trust-breaking.

Now, you could optimize for “children’s clothing.” However, there would be substantial competition for that key phrase because it’s generic and vague. The more specific, the better. Trying to optimize for “affordable linen children’s clothing” is more specific and could grant you more visibility due to the decreased key phrase competition. Even more, creating key phrases that are location-specific will boost your visibility. If your business is located in the fictional town of Narnia, trying to optimize your website for “affordable linen children’s clothing in Narnia” will win you additional brownie points from Google.