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Thanks very much Jane! I think subdirectories are how I'll go. Effective; organic SEO is HUGE for my initial online success. We market only with direct mail so far. But mailing lists don't address human situations ie: people who've inherited a property AND with it a 2nd mortgage payment AND they're stressed because they can't afford the 2nd payment AND their realtor hasn't sold the inherited property.One last question for all- With effective landing page SEO & SERP being my primary goal; is the web URL structure term "siloing" familiar to anyone and applicable / adaptable to my multiple landing pages? (I found the term  & explanation here: http://www.bruceclay.com/seo/silo.htm) Or is some other method more advisible in order to "pool" my subdirectories for better SEO in SERP? Peter

I can share a couple of free tools I find useful (other than Google Keyword Planner)... Google Trends is always a good broad tool to look at to see where popularity for those keywords are at. Of course your keywords will need to have enough volume, but you can get pretty good segmentation now in GTrends. Ubersuggest is a great tool to find a huge list of related variations to your keywords. Very useful for planning out content. Moz's Keyword Analysis tool I find is very useful for judging the difficulty of the keywords you are researching. You want to target keywords that have enough traffic, but also are not to competitive if you are starting some initial optimization. SEMRush is another useful and popular tool for keyword research. You can get traffic estimates and competition level estimates for a large index of keywords in localized Google serps. It is free for limited data - paid for full results. You can also use tools like Fresh Web Explorer, AllTop, Topsy and even Google Alerts to give you ideas of popularity of keywords and different content groups. TL;DR Moz is great for difficulty and competition research, but there are better tools (and free!) on the market for traffic and popularity measuring - use a combination of both! Hope this gives you some ideas!