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Wood fans are disappointed
2010-04-19: People searching for wooden window planters are disappointed by this site about fibreglass window boxes. That'll be because the site's about fibreglass window boxes, not wooden ones.
It's basic, but it's important. You want relevant traffic.
If, a B&B site says something like "pets not accepted" they will appear in Google for a search on B&B pets, people will click, they'll be disappointed, hit the back button and return to Google.
Google knows when people come back from sites it's provided. It remembers. It lowers those sites in the rankings.
So it's important to make sure you're not getting bad traffic by removing the trigger words and phrases from your site. Concentrate on the positive features and benefits of your product. Get that bounce rate down, and the time spent on your site up. Your rankings will rise.

By John Allsopp
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