Generic keywords: These are generic words that describe your business as well as other businesses in your niche. They do not necessarily set your business apart from the million other businesses out there and ranking for these keywords is difficult given the immense competition for both paid and organic results. Nevertheless, these terms are likely to be used by your audience in the first stage of searching.
Test putting the location in the ad copy. If you’re a local business, there’s a chance that people want to find you locally. Who cares about a tire repair shop in Massachusetts if you’re in Denver? Because of this, putting the location in your ad copy can give you an edge. If necessary, run multiple campaigns with each specifying the individual location.<
Reason: When a visitor sticks around on your site for a minute or less, you can consider their stay to be negligible. When a visit exceeds that amount of time, the visitor has more potential for becoming a client and an increased chance of converting on your calls-to-action. If a visitor spends a considerable amount of time on your website, they are likely to come back or to take action on conversion areas you have included in your site (call-to-actions, downloads, contact forms, etc.).
You can search for these types of competitors online (by doing a simple web search), or you can directly ask your current and potential customers what they are using already. You can also look for your direct and indirect competitors on websites such as Crunchbase and Product Hunt, and you can search for them in the Google Play and the iOS App Store.
When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.