Keyword selection to promote a site is not as easy and obvious as it seems. Is there anything hard at all about using a generic word that most appropriately applies to one’s site? Using it is not hard but being seen among the many others that might have chosen the same obvious word is a more difficult challenge to overcome.

In this kind of dilemma, a site owner that makes use of key phrases may stand a better chance due to the smaller number of competitors. Key phrases allow for better targeting and higher conversion rates. Thus, using a generic keyword and adding specific words to it can produce the most important key phrases. The key phrase “EU budget hotels” would stand a better chance than “hotels”