Over the years accounting and law firm marketers have become increasingly familiar with search engine optimization (SEO). There are dozens of tutorials available online for the curious or otherwise inclined to learn about on-page optimization including how to add, edit and update on-page SEO elements such as meta title, meta description and other elements. Even those with little interest in the subject matter have come to understand the concepts and basic principles behind how the pieces fit together. This is fantastic because it allows marketers to deliver more value within their firm and overall digital marketing efforts. It should be noted however that one area where we routinely see professionals struggle is with keyword research. This can be a challenging area because not only is it an intimidating area to get started in, but there are also many different ways to approach it.