Search Engine Marketing (SEM) and the specialized disciplines of Paid Search and Search Engine Optimization (SEO) are amongst the most desirable aspects of online marketing today. Search engines continue to evolve in how they interpret index and access information on the internet.

While search engines evolve into more targeted advertising vehicles, the heart of the SEM game is still finding the right keywords to marry user intention with desired action behavior. Keywords exist in site architecture and content along with search engine advertising.

Keyword suggestion tools from search providers are always a good start. Yahoo! offers a tried and true keyword suggestion tool, as well as separate bid costs projection tools. Google's keyword tool offers a very broad stroke of competitive activity within specific keyword sets.

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