Your keyword research is not set in stone. The best keywords for your SEO program are bound to change as your business, industry and searcher behavior evolves. For instance, the concept of “social media marketing” didn’t even exist until a few years ago and now it gets 165,000 searches a month in the US alone. This now highly coveted keyword has also spurned thousands of long tail variations including phrases like “social media marketing consultant,” “social media for small businesses,” “social media analytics” and many, many more.