I am planning to start a venture with a business partner who has recently purchased a news site. The site has a lot of authority and gets around 50,000 visits a month. Historically, the previous owner was kicking out about 30-40 new articles a day regarding music, television, celebrity stuff, etc. We are planning to do the same. The content reminds me a lot of the people magazine content. I want to really increase the organic traffic to drive more revenue through AdSense. Part of my SEO plan involves keyword research, but I'm a little confused on how I should go about it with a site that has new content everyday that is only relevant in the present time. Nobody really searches for old news. So keywords that may be really hot right now, will not be in a month. Here's a really shitty example: Justin Bieber gets married or whatever...people are going to go crazy over that for a few days and those keywords are going to be on fire, but I would expect them to perform really bad in one month. So would it be better to focus around terms like "Celebrities getting married". Or terms like "Justin Bieber gets married". ? I've also thought about just focusing the keywords around the site categories. Like "Celebrities, Business" etc. And then when writing the content about the recent latest events squeeze in those keywords that we have slotted for that category. My concern with that is that it will be hard to truly optimize the posts because the keywords couldnt be included in the title, and that if I did show up in the results for those terms the CTR could be poor because the article would not be entirely focused around the term but instead around the event. Hope that makes sense. I guess I mainly am just looking for advice from someone who has ran a news site before and how they planned their keywords. Maybe you didnt even use keywords and just wrote random content about the latest events, and the authority on the site was so strong that the keywords didnt even matter. Thanks for any help you can give.