The need for good keyowrd research came up in several session at teh conference. Choosing words you user actually search on was stressed, and the idea of the search engines getting more 'human' in their ablity to index related and simlar words got aired.
One session gave the black and white hat seo viewpoints - but I still believe that if you build a really good website with content that is useful and relevant for your users, it will also be good for the search engines.
The closer they get to semantic indexing, the more you have to rely on really good writing that communicates to your user.
