Even though the entire search industry (2 trillion searches in 2012) is based on keywords, the concept is still vaguely understood. Keyword research remains a neglected activity and most sites do not have a strategic, structured and methodical approach to keyword management. This paper breaks down this complex concept into a structured framework. You will know exactly how to perform keyword research, how much to take on and see the business impact in the form of increased high-customer-potential traffic to your site.