1. The document provides tips and strategies for conducting keyword research and testing, including analyzing keyword performance data in Google Analytics, matching keywords to landing pages, conducting PPC testing both with and without clicks, user testing, and exploring other opportunities like Facebook ads, Twitter search, and stakeholder interviews. 2. Methods for analyzing keywords are outlined, such as setting dimensions in Google Analytics to view keyword and time frame data for metrics like bounce rate, exits, goals, and pageviews. 3. Guidelines are given for PPC testing strategies with either clicks or no clicks to gather keyword data, including using exact and phrase match campaigns, campaign reports, and targeting specific pages.