There is a lot of info out there about choosing key terms for metatags and content and there are a lot of good tools to help you do that. The most important thing to keep in mind, though, is how your potential buyers are searching for what you are offering. As with many aspects of marketing, the sales team can be a huge help here—they almost always understand buyers better than anyone else at the organization. They are a good resource for choosing key terms and phrases. Note

One of the secrets to successful marketing is the ability and willingness to pivot on an almost daily basis. This means being open to new marketing tools, evaluating them for your particular organization and adopting what is truly cost effective. It also means standing strong when higher ups balk at using legacy tools, such as media releases and blogs, as long as they still work. And explaining why some tools, that everyone else is using, such as Facebook, are probably not go