research to select keywords that will help you attract qualified traffic
to your site and meet your Internet marketing objectives. If your site
has already been optimized, we will help you determine which keywords
to focus on in your PPC campaigns and which to target in your organic
optimization. Depending on your objectives and resources, you may want
to restrict the more expensive keywords to your optimization efforts
and target less expensive terms through PPC advertising.

Hallmarks of Effective Keywords

• Specific —words that are too
  general can appear in searches
  that have little, if any, relevance
  to your products and services
• Relevant to the page content
• Popular with users—keywords
  that are not used by online
  searchers cannot attract traffic to
  your site
• Underutilized by competitors.