Foreword
Most people think of keywords and “Keyword Intelligence” as being unique to Search Marketing. Keywords are what we try to rank for, try to create social media mentions for, and are the exact point of intersection between a consumer looking for content or products like yours. The better you can understand your keyword universe, searcher intent, and now, social media conversations, the more opportunities you will have to connect with consumers, identify new products, and expand into new markets.
In late 1994, my business school thesis was “Using the Internet to Reach Overseas Markets,” which was based on my own experience of finding customers using message boards. As I got better at matching the board topics to product categories and ...
