A look at how digital marketers can break free from the traditional keyword research process and embrace your unique position as digital ethologists. Digital marketers, and SEOs in particular, are the keepers of an incredible amount of information about human behavior. You have the tools and knowledge to deconstruct motivations, actions, and patterns of behavior that drive the research and purchase process. When you start with questions and natural observation, you're better positioned to perform in search and social. More important, if you take the time to quantitatively collect and document this data, you can help inform almost every part of an organization, especially content strategy.