One of the foundations of good SEO is making sure your site content is relevant to what you offer and that this content is optimized to use the same language commonly used by consumers.
For example, most outfitters would be advised to develop content and optimize around their stock of cowboy boots rather than referring to their items as western boots or roper boots.
The table above, pulled from the Google AdWords Keyword Planner, gives us the cold, statistical justification behind this decision — we want to talk about our cowboy boots because 10x more people think of what we offer in those terms.
But as Google’s organic ranking formula has become more complex, the limitations of Keyword Planner are beginning to show.
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