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>Not worth my time optimising the site for keywords that aren't bringing in visitors.<
The trick is to wrap your mind around this concept.
Keywords DO NOT bring in visitors. ADS bring in visitors.
The entire SEO, (whatever that is), industry has long labored under the misconception that keyword placement is the Holy Grail and that the purpose of the title tag was to help get those placements. This thread clearly illustrates the drawback to falling victim to that misconception. Being #1 does not a rich man make. Profits can make rich and sales can create profits but any way you lookk at it, keyword placement is an expense. Expenses reduce profits.
So, if you can wrap your mind around the concept, you can see that your title tag, (and anything else you can control in a search engine lising), is an ad and that the real value to any placement is to place your ad where you think your prospects would be looking.
That said, there may be times when placement IS the objective above sales. Some keywords are so dominated by one crappy listing after another that perhaps your best shot at selling some toilet paper is to try to look like the prettiest turd in the bowl.
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