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The more specific the keyword, the lower the competition, and the easier it is to rank well. "Coffee beans" is a more specific keyword, but "Blue Mountain coffee beans" is better, and "roasted Blue Mountain coffee beans" is excellent. If competition is high enough, you may need to add even more terms to the keyword phrase, such as "roasted Blue Mountain coffee beans Boston. " Once you have a list of keywords, retool each page to target one keyword apiece. The best practice is to put the keyword in the page's file name, title, and deion meta tag.