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We're in an industry that isn't particularly large, so would you recommend trying to target more broad keywords in an attempt to start drawing more massive traffic to a small industry site or staying focused only on smaller keywords where we already have a high ranking?
We just contracted a few pages from a copyright firm. The idea was to firm up a few areas of subject content where I haven't done such a great job. Contrary to what I might say, I don't really know everything... And, just talking to them gave me a few ideas that I've already implemented myself.
We plan to use their material at least thru the end of the year. Direct advertising helps sales but doesn't really help ranking, and I'm up against some stiff competition for this particular term. In the long run, the content is expect to help rankings and lower ad costs. So I think it's worth the investment.