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Your Web Marketing program is based on keywords. Keywords are search terms that people use at search engines to find your site. Since your program is based on keywords, the words you select are important.
Google offers a free tool to help you (and us) refine your keywords. The tool brings up all matches that people have actually used in the past. You can find the tool by going here:
https://adwords.google.com/select/main?cmd=keywordsandbox
To use the tool, enter one of your generic keywords and click the "Show Matching Queries and Alternatives" button. Look down the list and pick out the terms that most accurately describe your business. You can have confidence in these terms as people have used them in the past.
Review your existing keywords versus the new ones the system generated. Swap out some of your broader (more generic) keywords that aren't doing any good for the stronger (more specific) keywords that people are verified to actually be using!
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