Putting your message in front of people who are searching using particular keywords and phrases.
Keyword marketing can have slightly different meanings depending on whom you ask. For ad buyers, keyword marketing involves purchasing ad units, typically banners, on the search results page when a Web surfer
searches for particular keywords and phrases. For search engine optimization professionals, keyword marketing involves achieving top placement in the actual search listings themselves.
The advantage of keyword marketing is the potential to reach the right people at the right time.
For example, assume a Web surfer enters “buy widgets online” as a search phrase. First, we know the potential visitor is interested in widgets. Specifically, they are interested in buying widgets.
Better yet, they are looking to buy online. This three word search phrase tells us much about what the Web surfer is looking for at that exact moment in time.
Keyword Banners: More Effective and More Complicated
ClickZ (October 3, 2002)
Are Keywords Still Key?
ClickZ (December 5, 2000)
The Keyword Shuffle
ClickZ (January 11, 2000)