Keyword research. Just mentioning it in our office can sometimes have us all diving for cover. Explaining to a client why they shouldn't "just go with" the dozen or so keywords that they've come up with themselves, why they shouldn't just blindly accept the 20-odd keywords they found on their competitors websites and why they certainly shouldn't just blunder ahead with the 200 keywords they "found" in Google's Keyword Tool is sometimes like pulling teeth. Read more