Do You Keywords Mean Something Else?: "getting a bit fed up with this, finally says “That word...I do not think it means what you think it means.”
That is the essence of keyword misalignment. A word or phrase that you want to use for one particular purpose may already be in use for a different purpose. A searcher using that key phrase, then, might be looking for something completely different from what you offer. When they see that their desires and your website don't match, they'll hit the back button and track down another site"
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