(Hour 1c) Authentia‘s Jon DiPietro came in with more invaluable advice for website owners.
Having a plan BEFORE redeveloping your site is key. Keyword strategy should be your first step.
What keywords do you want to rank for?
What keywords CAN you rank for?
DiPietro explained what a keyword is.
Also, opportunity keywords that save you money, longtail keywords that drive your web traffic and landing pages that make adword campaigns worth it.