Eli Schwartz and David Bain discuss why you need to focus on the end user only and understand WHY they are searching.

Discussion points include:

Why is this important?

How do you find out why they are searching instead of what they are searching?

What tools do you use to assist you with this?

How do you alter your content to appeal to the why?

Does this apply to every type of content?

How does this interweave with other digital marketing activities?

How does this change of focus impact the bottom line measurable?