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The Quality Score algorithm is based on a few core elements, and they all revolve around relevance.

To improve the relevance (and lower the cost) of your keywords, it’s important to: Let's imagine we're running a website that sells electronic gadgets.

This is because, as we mentioned, the traffic-driving keywords aren't a secret.

Remember: While it seems counterintuitive, focusing only on popular keywords isn’t enough.

As an SEO strategy, it’s extremely difficult to drive traffic through popular keywords alone, because the competition is so high. And either way, for healthy growth you’ll need to target mid- and long-tail searches.

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