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Summary

Choosing your target keywords is the real beginning of any organic or paid search marketing campaign. After you have chosen the product or other focus of your campaign, you must carefully decide which keywords to target before you can start the work of organic search optimization and paid placement.

In this chapter, you learned the value of careful keyword planning, along with a philosophy that helps you make decisions every step of the way. Rather than blindly reaching for the most popular keywords, or gravitating to unpopular keywords because they are “easy” to get high rankings for, you saw how “just right” keywords closely target your site, almost regardless of popularity.


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