First session at SMX London 2013 I attended was run by Christine Churchill from Key Relevance looking at targeting the mindset of the customer.
Why Keyword Research Matters
Christine opens with declaring that keywords should be at the heart of all search marketing – the first and most important step in SEO. Keywords, she says, are the single most important thing for site relevancy.
Reassuringly she notes that it’s important to get into the customer mindset using the example ‘duplicate a CD’ and ‘burn a CD’: which would the customer look for: business jargon may work inside the industry, but mostly it’s not what customers search for.
Churchill is a fan of the long-tail term – they tend to be closer match and therefore convert better.