To say SEM has been over exploited is an understatement, but market over exuberance has led to disproportionate investments in a few keywords with no one really caring for the rest.
Here is my story: 13 days ago I bought a new shirt. I have sensitive skin. In the store it seemed OK but when I tried it at home after washing it was painfully obvious that this (like many others in the past) was not for me. I went to Google and searched the phrase: sensitive skin shirts. Not a single paid or organic link capitalized on my query. This is what confuses me: a generic keyword like car is heavily contested and yet it says nothing about the person’s intent but a search for sensitive skin shirts is left ignored when it clearly indicates active intent to buy. What gives?