CNN or The New York Times, IBM or Apple, everybody know these brand names. Their name is often the keyword. People are looking for their name, not their area of expertise when they want to visit them.

For the other web sites, it is a different story.

The large majority of web sites take the path to glory the same way... in the unknown. The quality of the content and the design, the products and services offering, the positioning versus the competition and above all the keyword are the core elements to attract web users and to make the difference against the competition.

Some examples of real and fictional keywords :

Name	Expertise	Keyword
Bruce Springsteen	Rock singer	Bruce Springsteen
John Doe	Rock singer, beginner, in Passaic NJ	John Doe Rock Singer Passaic
Apple	Computer and electronics	Apple Computer
Mac Sway	Apple shop in Austin, TX	Apple computer Austin shop
Wall Mart	Super mall	Wall Mart
John Robertson shop	Bio grocery shop in Boston, MA	Bio grocery Boston shop
Pontiac	Car maker	Pontiac
Drive all night	Car dealer in Freehold, NJ	New Jersey Shore car dealer
Terroir-France	Guide to the wines of France	French wine

Tools to find the right keyword

Next: Design the web site

Here is some advice from Webmaster-Now which helps to find the right keyword:

1: The keyword is everything

2: Why am I doing a web site ?

3: Various types of sites

4: Your keyword

5: Some examples of keywords you are here!

Keyword | Create | Manage | Promote | Tools

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