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Excerpt: What is the point of search engine optimisation (SEO) if you have a web site and you are optimising for terms that no one searches for. At the same time, SEO on terms for generic terms is also futile. There must be a happy medium which if you do your homework, you can find search terms that will give you a good amount of traffic and conversions. When you are starting your website consider what it is that you want people to search for to reach your web site. As an example, consider the fictional company Gibson’s Hydrochloric Acid. They make…