We know that google's crawler search websites for keywords, then reports bach and tell the company what kind of ads to send the site.If your site is about PENSION plans for example the your ads would be "retirement" "401" and "pension"
Getting right keywords to wont just make your ads relevant, it will also help you to make sure that the ads you get is ones that pay the most.
There are all sorts of tools available on the web that tell you how much people are prepared to pay for keywords.www.overture.com and www.google.com let you to see how much people are prepared to pay.
Again you dont want to build a site for just cash in on a high paying keywords but if you know that "401k" pays more than "retirement" than it makes ones to use the higher paying keywords more than the lower paying words.
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