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    If you can get a decent ranking on the "short...

    If you can get a decent ranking on the "short tail" then undoubtedly you'd bring in more players, but the mere definition of the term means there's only a few sites that can get to that position.
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    Just as an aside, what you refer to as "small...

    Just as an aside, what you refer to as "small keywords" is known in SEO circles as the "long tail". A typical site structure might look like this, where each page hangs off a page targeting a higher...
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