KEYWORDS The word or phrase that people type into a search engine to find what they are looking for. Once researched and identified, keywords can be used in page titles,content, headings, descriptions, text links and metatags. They can determine your domain name, and be used as the basis for promotions, advertising and marketing. They can even help you find the most profitable niche within your chosen topic. If you have a passion for pets, for example, but this is too large and competitive a topic, research may show that ‘dogs’ will be a popular niche within the overall pets category, and, further research may show that ‘dog training’ will be even better. The fewer sites competing for your keywords, the greater your chance of being positioned highly in search engine results. The right keywords are very important as you can see.