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As you may recall, in most cases websites receive a majority of their web traffic from less popular searches called long tail searches.[http://www.searchengineguide.com/matt-bailey/keyword-strategies-the-long-tail.php] So an effective strategy is to rank high for the less competitive searches and then have those articles feed traffic into the popular keyword searches for the category. Plus have the popular keyword phrase feed traffic into the less popular keywords related to the the popular keywords. By doing this you created a symbiotic relationship between your webpages for popular keywords and for the less popular keywords in terms of their keyword ranking. You can use Aaron Wall's SEO [http://www.seobook.com/4515-8-3-28.html SE0 Firefox ] to find some of the associated searches for a more popular search.