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I would think it would make the most sense to optimize the homepage for 'NYC apartments'. Then have two pages, one for 'apartment rentals' and another for 'apartment sales' directly underneath in the site's hierarchy.  Is this is how you would do it? The competition for these keywords mostly have 'NYC Apartment Rentals' and 'NYC Apartment Sales' bunched together on their homepage. Is it possible to have 3 separate pages from the same domain rank on the first SERP? Also, the company I work for is called Platinum Properties. If we fail to include 'Platinum Properties' in the title tag would that negatively effect our current position for 'Platinum Properties' in the search results? What would be an effective way to get listed for both the keyword and company name?