One of the first things SEO professionals do when they're putting together a campaign is keyword research. This is the process of choosing and evaluating the marketability of words and phrases that consumers might use to search for a specific business — but it's not as simple as that. Search Engine Journal adds that good keyword research looks at how different demographics search across multiple devices and platforms. So, if for instance, a marketer is looking at keywords for a local plumber based in Chamblee, GA, they might research what kinds of searches different consumers in suburban Atlanta perform when they're looking for a plumber. While trying to think like your target customer is a good start (in this instance, marketers might choose keywords like "Chamblee plumber," "Chamblee clogged toilet" or even "Atlanta plumber"), there are some big reasons why you should invest the time and money in keyword research, even if you're not sure if you need to.