Consider creating a list of keywords that range from the most general words relating to your products and services to the most specific. One way to begin to creating an effective keyword list is to look at your web site.

• Review your home page and each page of your web site.
• List all words and phrases that relate to the content of your pages (including your company name).
• If you're a retailer, include every model, brand name, and product feature of every product you sell.
• Think of search terms your customers would use to search for each product or service.
• To help extend your reach to a wider search audience, note variations of search terms by combining two or three keywords (for example, 50" HD Television).
• If your web site includes a search feature, review your internal search logs for words and phrases that visitors use when searching on your site.
• To help expand your keyword mix, focus on adding very specific "niche" terms to your keyword list. For example, TV is a very general term, 43 inch Plasma TV is more specific, and 43 inch Plasma TV with a model number is "niche." Niche keywords may feature fewer competing bids – in some cases, none at all -- and can convert very well.