Sk-etchbook

Most ads try to club you over the head and beat you into submission. Search engine marketing is a completely different form of advertising because rather than trying to tell you what to do, the searcher requests to see the ads and views them as relevant to their wants, needs, and goals. Advertisers bid to show up where they are relevant. If they bid for irrelevant keywords they lose money on every click.

https://adwords.google.com/select/TrafficEstimatorSandbox

http://training.seobook.com/why-search-such-powerful-marketing-channel

Why? 99% of the people searching for that phrase do not live near Chicago, and are irrelevant prospects. What you would want to rank for, if you were a Chicago dentist, would be things like
- Chicago dentist
- Chicago dentists
- dentist in Chicago

Even within a niche like dental work, there are more specific types of dentists people search for, like implant dentist and cosmetic dentist. If you offer these types of services you would want to rank for keywords like
- Chicago implant dentist
- cosmetic dentist in Chicago
- etc.

http://training.seobook.com/keyword-research-suggestion-tips

http://www.seobook.com/keyword-research-strategy-flowchart