James,
I think the point you make is something webmasters ought really to pick up on ... ranking for low to medium competitive keyword terms. This is unfortunately the tactics I see a lot of companies using to entice people to use their services and the truth is, the website owner could probably do this themselves.
It's better to rank for 100 low competitive keywords than just one highly competitive keyword. Your aim is to get people to your site via your front page, second page or third page because then and only then do you have the potential to convert them.
Trish
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