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Chapter 11. Choose Your Target Keywords > The Value of Keyword Planning

The Value of Keyword Planning

You might be tempted to skip the whole process of keyword planning. Maybe you think you already know what searchers are looking for. If you do, that's great. Unless you have done a comprehensive keyword analysis in the past, however, you don't really know what words searchers enter. Oh sure, you know some of them. But what about the ones you do not know? Every valuable keyword you miss is an opportunity for your competitors.

And what about the keywords that you are sure lots of searchers are using? Time and again, we have seen smart people focus scarce resources to target a keyword and find very little traffic as a result. Often, the words that you search with are not the same as what your customers use. You are an expert, and they are not.


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