He shows you how to filter and interpret keyword data, observe trends, and better understand the intent of the searcher, and how to develop an informed strategy and implement keywords throughout your site for maximum searchability. Matt also covers how to apply your keyword insights to Google AdWords campaigns and measure the results of your SEO and AdWords efforts.

Topics include:

• Understanding how keywords work
• Using long-tail keywords, phrase patterns, and plurals
• Organizing keyword data with a keyword spreadsheet
• Interpreting data and discovering searcher intent
• Measuring keyword competitiveness and brand impact
• Examining keyword demand and keyword trends
• Applying keywords to your website for maximum searchability
• Creating effective PPC ads based on keywords
• Understanding PPC bidding strategies to avoid costly mistakes
• Measuring results so you can further prioritize marketing efforts