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Forum Moderators: mademetop
I certainly wouldn't be searching for villas. I'd search for villas [location], just as htdawg says.
Establish the reason why they want to rank on the generic keyword. Some businesses see it as strategic, and don't care about the cost. ;)
This is a useless word to rank for as others have stated. It will have a low conversion rate as you are targeting people very early on in the buying cycle, where even the visitors are not sure what they are looking for, let alone you.
They could be looking for villas in different countries, land to build a villa, villas to buy or rent, a holiday villa management service, etc. So unless you client does all of these then what is the point?
Saying this some of the much bigger corporations like to rank for those keywords for branding purposes, but itís a hugely expensive business.
I would also suggest to the OP to consider harvesting the competitive synonymous phrases that are pertinent in the vacation/tourism industry. This will broaden the scope of your keyphrase range; cast yourself a bigger qualified visitor net.