The more educated a customer is about a product, the more they’ll understand what they are looking for—and therefore be more likely to buy it.

Imagine a reader who thinks they like science fiction books, as compared to one that can specifically tell you they love sci-fi military space marine adventures. The latter is more likely to know what they are looking for and quicker to buy the book when they see it.

While more people may type “science fiction” into Amazon’s search box, there is more money being made (per search) for the phrase “sci-fi military” and even more for “space marine adventures.”