Dear Google - why is it that when I am searching for “Jim Stewart Coffee Fairtrade” you give me results from a train company I’ve never used and a town council I have never heard of? Jim Stewart is the founder of Seattle’s Best Coffee and one of the pioneers of Fair trade coffee in the late 80s / early 90s. Seattles Best Coffee has since been sold to Starbucks in 2003 and Jim now owns a coffee farm in Costa Rica.

What has that got to do with Hull Trains? How does Arundel Town Council mean anything in this search? Look at the screenshot: other than the PDF links, notice that’s the first page listing for that long tail keyword - the most relevant of them all is highlighted in red, at the bottom of the page. This makes me not happy. :(

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Google, Keywords