• social publishing strategies 
    • search engine optimization 
  • its about understanding search engines patterns 
  • search engine mechanics 
    • search engines produce entries by replying on Web crawlers ( " bots" or "spiders") 
      • automated web programs that gather and index information 
  • steps in keyword research 
    • brainstorming 
    • collect search engine volume 
      • long tail keywords 
  • tools for keyword search 
    • google adwords 
    • google trends
  • understanding key word attributes 
    • relevance 
      • does the keyword you found accurately reflect the nature of the products and services you offer 
    • volume 
      • number of searches per month for a particular 
    • competition

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