Think of the three or four words or phrases someone is likely to use to find a company like yours online. Those are the same keywords or phrases all of your competitors use to boost their search results. So just using them in your copy or in an AdWords campaign probably won’t move the needle much. But if you add qualifiers — for example, instead of “auto loans,” you go with “30-minute auto loans” or “fast auto loans” or “online auto loans” — that narrower focus gets better results among an audience looking for the specific advantage or locale you’re offering. Just like your brand, SEO gets stronger when it’s specific.