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?