Andy Atkins-Krueger believes the world revolves around keywords and key phrases, yet no one understands them. Part of the problem, Atkins-Krueger writes, resides in the training people get from search engines, as a result of their search experience. Searcher's queries can change as they get feedback from SERPs. Unfortunately, he writes, sometimes that can confuse not only the searcher, but the marketer, too.
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