Examine keyword criteria and group them by popularity, strength and quality. That's what Michael Murray does to step us through the process of picking and applying the best keywords.
Marketers who understand the dynamics of a client's marketplace can easily adjust tools to properly interpret relative popularity of the hundreds of candidates being evaluated. "Let's pretend you want
to rank well for 'airline tickets,' which people search for 2.7 million times a month on average across Google and its search network," Murray writes. "The Web site ranking No. 1 has 168,000 indexed
pages and files. Not many Web sites can compete with that enterprise."
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