Nick and James take a look at Google’s wonder wheel, Goals in Google analytics and a article from search engine land. The full blog post can be found at www.crearecommunications.co.uk
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Matt is informing you that you do (should) not use the wheel to re hash your content for several other keywords. Basically you could write a single article hash it up, open the wheel and for every directly relevant keyword hash the content for that and thus gaining 1000s of long tail keyword positions.
The tool and the way he talks about white hat is the giveaway.