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For keyword campaigns, the primary goal is not to lower risk but to maximize opportunity. Keep in mind that for organic SEO campaigns or PPC (Pay Per Click) campaigns, the right keywords determine whether users can or cannot find the product. Using the right keywords determines the success of the campaign. Using Google's keyword expansion tool to research the keywords that are currently popular with users to find the product (or service) one offers is a recommended step. Other excellent keyword resources include WordTracker.com and KeywordDiscovery.com, which do comparative searches, and rank the resulting keywords by popularity.
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