Choosing the right target keywords builds the foundation for an entire SEO campaign. If the right keywords with the highest potential for return are not selected, the foundation of the campaign will be weak and, therefore, success is nearly impossible. In order to select the right keywords, data must be collected and analyzed so projections Author information Marc Purtell Head of SEO at MediaWhiz Marc Purtell is director of SEO at MediaWhiz, an integrated digital media agency MediaWhiz , a Matomy Media Group company