These phrases will be used on your specific product, service, or content pages. For example, let’s use a website that sells house plans online: Primary Keyword Phrase : “house plans” Specific variations : “country house plans” “luxury house plans” “Cape Cod house plans” Notice how the Primary Keyword Phrase is contained within the more specific phrases? This is the ideal situation to achieve. Do not try to go after generic keywords or single words. How difficult do you think it would be to get a top ranking for, say “computers”? You’d be competing with over 52 million other web pages!