Choosing the right keywords is the key to SEM success.One of the crucial fundamentals to Search Engine Marketing (SEM) is implementing an effective strategy for optimizing your keywords.  An effective keyword strategy will help your Web site appear near the top of the results page when your potential customers are searching for a product or service that you can provide.  Here are five basic keyword strategies that will have a huge impact in helping potential customers find your Web site when they need to.

1)    Use Google’s Keyword Tool. This tool allows you to analyze competition and get an idea of the cost-per-click (CPC).  It also gives you the opportunity to find highly-searched keywords or phrases that have little competition.

2)    Use the information you have! Check your current landing page to see what most people are searching to get there.  Even more important, check which keyword searches are leading to the most sales, as your ultimate goal is to increase these and cater to what leads users to making purchases, not just stopping by.

3)    Target your audience. Targeted keywords will attract targeted consumers.  The longer and more specific your keyword or chain of keywords, the more likely visitors will click on your advertisement.  It should also be noted that longer keywords have less competition.

4)    Stay dynamic. Constantly monitor and change keywords to optimize the effective ones and eliminate the ineffective ones.  It’s vital that you’re continuously adapting to the ever-changing search engine landscape.

5)    Don’t forget to make negative keywords. There are some keywords that you never want your ads to be associated with.  For example, if you are advertising your services as a ship captain, you don’t want people searching for Captain Morgan rum clicking on your ad and wasting your money.  In this instance, making a negative word for “rum” can prevent your ad from coming up when anyone searches that term.