Almost everyone searching Tottenham means half a mile of it. The word hides you unless the website says which half.

The High Road corridor

Six or seven trading places, one road, one name.

Haringey's own strategy for the High Road describes it as home to a number of distinct centres along a two-and-a-half-mile road, with three markets of very different character. That is not marketing language, it is a planning description: Seven Sisters at the southern end is a Victoria line and Overground interchange with the reopened Seven Sisters Market at its feet; Tottenham Green a short walk north is a civic square built around the Town Hall, the library and the Bernie Grant Arts Centre rather than a shopping street; Bruce Grove is a working Victorian high street with millions of pounds of heritage grant money currently repairing its shopfronts; Northumberland Park is an industrial and depot economy behind gates, next to the stadium; and Tottenham Hale, off the High Road itself, is an entirely new district centre being built around the station. Five conservation areas run along this corridor, from North Tottenham and Scotland Green down through Bruce Grove, Tottenham Green and Seven Sisters/Page Green.

The whole two-and-a-half-mile stretch also carries one of the largest regeneration programmes in London, with the Tottenham Area Action Plan recording public investment of over £750 million already secured against it, as of 2017. That is a borough-wide framework, not a single project, and it does not turn six or seven different trading places into one market. A dentist near Bruce Grove station competes with other practices near Bruce Grove station, not with a shop behind the Tottenham Hale masterplan a mile and a half away.

The practical consequence for a website is that the name of the corridor is both the term almost every customer types and the term that hides you inside it. Someone searching just the area's name rarely means the whole two and a half miles; they mean the bit they are standing in, or the bit they are heading to. A site that only ever uses the wide name competes with everyone on the High Road. A site that also says Bruce Grove, or the junction by Seven Sisters station, or the stretch by Bruce Castle, competes with the handful of businesses actually near it. We build the site to do both: hold the wide term with real content about the corridor, and win the precise one with the actual street, station or market you trade at.