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Steven,
I think of key words as 'money in the bank'.
Every time someone does a search for a product (i.e., link, banner or a particular text) if you have not used the correct key words for a particular product you are promoting your link will not come up within their search.
Make a list on a sheet of paper containing one word adjectives or verbs that describe your site.
Ask yourself what am I selling?
What am I promoting?
Who am I targeting this business venture towards?
If your selling banners (for example) you would want to use the word 'banner' as a keyword...so when customers who are looking for a business that creates banners do a search...your link will appear.
A tip you need to consider is a simple one:
Be sure to include the name of your business or at least the title you use when addressing your business as a key word:
I use "Classic Corners" these words are included within my key words list.
Hope this helps...if I am not on target with what you were asking and perhaps overstated something you already are keenly aware of I'm sorry.
Have a blessed and successful day!
Your friend,
Classic Corners
http://www.classicwebstore.com
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