Key Words in Non Fiction?

Key words are completely different between fiction and non fiction. What we need to do, as authors, is try to figure out what kind of words come to mind when describing what it is they want. When a shopper comes to amazon, there not maybe they use all four key words. But the key is is that they're sitting down, and their thinking, all right, i'm here for a non fiction book. And so what they type in depends on what really pops in their mind.