This can be caused by a number of factors. Some keywords, for instance 'mortgage loans' are more competitive than others. Because of this, we employ a comprehensive keyword research exercise at the beginning of the promotion to help you choose keywords which are targeted and have a good chance of appearing in the top few pages of results. Some engines also limit the number of pages listed per site to keep the size of their indices down and will only include pages optimised for some of your keywords. You will also find your site is probably listed for fewer keywords in the directories than it is in the indices.
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