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Aidan
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Yeah I do find myself steering clients away from time waster terms when I know for sure they are time wasters.

Hopefully at this stage most of us here are treating those hero terms as topics rather than single keyword targets and getting lots of multi-word search terms in the same effort. That way we can educate the client to start measuring results on the non branded organic traffic curve and of course sales or leads rather than having them stress on ranking for particular terms. :)