Both SEO and PPC are built on the foundation of keywords, or keyphrases, i.e. what the user types into Google. There are multiple metrics that can be gained on a keyword such as average monthly searches, a rough idea of bid cost in PPC, and how easy or difficult a page 1 result is for SEO. However, the most important metric of them all is “user intention” which should be the first metric used to keep or remove a keyword from your potential working keyword list. I really can’t overstate how important user intention is – even picking a keyword with a slightly better user intention can have massive positive results