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If you have a fresh website then go with long tail keywords including targeting location.
If your website is old and have good traffic or ranking on SERP then you can target competitive keywords. For keyword targeting, do the following activities : - 1. Keyword research 2. Meta tag optimization 3. Header tag optimization 4. Content optimization 5. Page load time or page size optimization 6. Internal linking on website 7. Link building 8. Off page optimization This will help you to get your keywords rank on top position at SERP.
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