From a workshop presented at MinneWebCon 2018. Keywords are the life’s blood of a marketing enterprise. Most marketing organizations struggle to find the right keywords for their teams. At IBM we built a keyword ontology, which is a fancy name for a set of taxonomies related to the keywords our target audiences most often use in their search queries. We use the ontology to ensure that new pages are built with the language of the customer. This workshop discusses the use of AI-enhanced processes to drive keyword management, as well as practical methods for search and IA success.