Keywords that bring visitors to your web site, are not always the same words they use to navigate, once they’re there.
“The key insight is that most searchers are looking for generic things (think for example â€œcategory termsâ€?) in google or yahoo or msn to locate a relevant site. But once they are on the website they are looking for something specific.”
The importance of good site structure and analyzing the intent of your visitors are also covered.