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Giovanni Villanueva Wall, wife of Aaron Wall, was also a speaker for the conference. She discussed guides to keyword research. She differentiated the diiference between core and modifier keywords. Core keywords are broad and often hard to rank for, while modifiers are long tailed keywords and more specific that they are easier to rank.
She provided the meaning of AIDA (Attention, Interest, Desire, Action). Giovanni also discussed about traffic volume, traffic value, competition and on page optimization.
After her speech was finished, the question was, as a SEO starter, what would be best, to use core keywords or modifiers? Giovanni says, starters should use less competitive keywords.