(Key)Words matter, because they are the best way search marketers (and not just them) have to understand the consumers' world, their needs, their interests and aspirations. Keywords research is our bread-trail for understanding the meaning behind a search. Keywords are not dead, because Semantic SEO gave them new life. We all know the theory, but what about putting theories into practice. In this deck, Gianluca Fiorelli offers you a very practical guide about how to use Google itself for doing a great keyword and topical research.