This document discusses keyword research and relevance analysis for attracting natural search traffic. It emphasizes understanding the concepts and relationships behind search queries to structure a website. Search queries for "outdoor clothing" are used as an example, showing how they can be grouped into demand clusters like "ski jackets", "mens ski jackets", and "ladies and womens ski jackets". The document recommends building a demand-driven information architecture and landing pages that directly match this demand. It also discusses sources of search data like Experian Hitwise and the Google Adwords Keyword Tool, and the need to develop new approaches to relevance analysis as understanding search queries evolves.