I set out looking at large and small furniture stores. I wanted to get an idea of what separates and connects the two besides price and furniture. Next, I cross-referenced that information with my target demographic click-thru rates on sites that I found. Oh, I'm sorry. My SEO nerdiness needed some attention. That was the long way to say I found what my audience likes to look at. Now, go back to your room SEO. We'll play keywords later. I promise.