Keywords are many things to many people. For the purpose of this SEO campaign, there are really only two things about keywords that we need to understand to get the job done. Keywords aggregate searchers into organized groups and a keyword defines a market.
Note
Keywords are single words that a search engine user types into the search box to try to find what they're looking for. Key phrases are the same as keywords except for the fact that they consist of two or more words. For the sake of simplicity, throughout this book let's use keywords to mean both, keywords and key phrases.
Millions of random people visit Google every day. When they arrive, they are amorphous—a huddled mass yearning for enlightenment with nothing more than a blank Google search form to guide them. As each person types keywords into Google and clicks the Search button, this random mass of people becomes extraordinarily organized. Each keyword identifies...
