It pays to research the keywords you intend to use in your online content. Effective keywords can change by location, by industry and even based on the time of year. For a recent legal firm’s website project, we discoverd that twice as many people in one city were using the term “attorney” as “lawyer” as their keyword search term while in a nearby city, the keyword “lawyer” was more popular than “attorney”. Periodically, you should check how your keywords are performing and make content adjustments if required.