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It's not about the placements. It's about qualifying the prospect.
You would do better with a title tag, (about the only thing can control when it comes to what a search engine dipslays ---- sometimes), that says EXACTLY what the searcher can find at your site and then only getting those type of clicks, than trying to just say what you think you need to say to get the placement.
John makes a very valid point that when someone does a search for things like computers, we have no idea of what the searcher is actually looking for. BUT, we don't care as long as our title says
Online USED Computer Store telling the searcher we sell used computers or
Computer School Website
telling the searcher we are a site that can teach you about computers
or
Computer Programming Made Easy
telling them we teach them to program
All of these things qualify a prospective client so that you increase your chances of conversion when and if you get them from the search engine to your site.
So, even though you may not know what exactly a broad search is looking for, the point is that we can assume the broad term is attracting the kind of people that we would be looking for. If your title said Online Computer School, you know that a top 10 spot under the broad term computers will likely generate more sales than getting that title in front of people searching for schools for example. But even with schools, by qualifying the search with a very descriptive title you eliminate people who would NOT be interested in what you sell and that alone increases conversion rates.
I would suggest to your friend that he
#1. Check to see what kind of hits to sale conversions he is getting and if it ain't broke don't fix it
#2. If he is getting less than about 5% conversion start making minor changes to the title tag, trying to not lose the placement but more accurately describe what he offers at his site
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