Use relevant keywords

When someone is looking for a product online and really doesn't know where to start their search, they'll usually start out with a search term that's wide-ranging and then get more focused search terms when they gain more product knowledge.

Let's say that they're looking for a "water purifier" (or refrigerator, etc.) but are undecided on the make or model of a particular purifier to select. Most likely the first term entered into the search bar will be something a bit vague or broad, example: water purifiers. After gathering information and eventually narrowing down the search to something much more specific, example: The Big Berkey or Brita water purifier.

Of course, there will be many for sale with everyone recommending their own products or water purifiers in this example. As they continue the search for the right choice for themselves, they could question the credibility of a source and, I would recommend, research the product in more detail and look for some recent product reviews.

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