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Don't use "dating site." That's too broad and while it and its variations have high global monthly searches, the competition is steep for these keywords: , I decided to go for the divorced-men-and-women sub-niche, so my keywords would be like "dating sites for divorced men," or "where divorced men can get a date." Below are the Traffic Travis results for variations of these keywords: With the way the new Keyword Planner works, you already see the monthly searches for the variations of your main keyword. If you notice, the above results show me the monthly searches for other variations of my keywords.