I start badly by getting his name totally wrong. But Razvan is kind and (I think) he forgives me once I call him a genius. Razvan then kindly goes through the three types of keyword - know, go, do / informational, navigational, transactional... and helps me make better sense of them, how to include them more intelligently in your content - in short what to do, what not to do and how to best exploit the three types. He also agrees with Kate Toon - getting rid of churners is a good plan. Razvan makes the same point as Andrea Volpini - that when using machines to do SEO, the human remains essential and that there is a dance between humans and machines. We then move onto measuring brand and product mentions, including sentiment, and using context to disambiguate.