One thing you won't find in keyword tools...unique, new queries.
In a BusinessWeek interview, Google's Udi Manber said,
"If you look at all the unique queries we get in a particular day, about a third of them we’ve never seen before. One-third of them every day are unique. If you normalize for traffic in any random query … still about one-sixth of the total traffic is completely new every given day."
One-sixth of the total traffic is new every day? If you are optimizing for the keywords you found through research, you are optimizing for keywords that were relevant yesterday! Um, the past. What are people searching for today and how do you optimize for searches that will be happening tomorrow?
Ah, I can't believe I'm preaching about creating content. As much I as know, in this case it is a "do as I say, not as I do" thing. My failure in blogging is long and distinguished. But I'm still standing...(now I sound like Carrie Prejean). Back to the point; I believe in good content, I love good content when I find it, but I don't find much in my own social circle. I have a lot of brilliant entrepreneur type friends and even though many are experts in their fields, they are not creating content. I know because I'm running "social search".
Creating content that digs deep into your niche, writing about the topics you are passionate about help you win in local, social and general search. If you haven't started, no worries, it isn't too late to start. Search is evolving and there's more opportunity than ever. Local, Social and Long-tail topics are the future of marketing.