At the core of Keyword-Driven Marketing is the idea that a keyword represents a customer. In the online space, if you trace back the steps of a customer all the way to their initial interaction with a search engine, you’ll see the purchasing cycle begins with the entering of a keyword into a search box. The difficult part is determining what keywords future customers will use.

SEOs around the world watch the search engines like a cast of preying hawks. What will Google do next and how will the algorithms change? What can I do today that will get me ranked higher tomorrow?

But is this really the right approach? Is it best to follow the search engines and adapt to the changes they make?

Social what? Marketing, media, networking, syndication…one’s head is easily set spinning by the type of jargon we throw around these days. And where are we now, Search 2.0, 3.0, 4.0? Does it even matter? It’s time for a comprehensive cheat sheet.