By now most accounting marketing professionals have a grasp on the basics of search engine optimization or SEO. At the least there is a conceptual understanding that each page should have set of keywords assigned to it that are relevant to content. However, over time it’s quite common to give thought to how keyword diversification could impact website traffic and ultimately conversions. These thoughts are essential to the SEO process and ones that our clients often confide in us. Experimentation in SEO is crucial as it will help determine how to optimize the site for best results. However, most accounting marketers are not familiar with the process of keyword research and planning so they hesitate to make experimental changes. Keyword research and planning is often the most mysterious part of SEO for most marketers. So rather than relying on guesses or what feels right, we have provided a few insights on how to approach the process below.