6.3 Finding Keywords

We know that Google 's robot searches websites for keywords, then reports
back and tells the company what kind of ads to send to the site. If your site
is about pension plans for example, then your keywords would be things like
"retirement ","401k "and "pension ".
Getting the right keywords on your site won 't just make your ads relevant;it
will also help you to make sure that the ads you get are the 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. http://www.overture.com  and 
http://www.googlest.com  let you see how much people are prepared to pay, and http://keywords.clickhereforit.com also has a list of keywords with their prices.
Again,you don 't want to build a site just to cash in on a high paying keyword but if you know that "401k " pays more than "retirement " for example,then it
makes sense to use the higher paying keywords more than the lower paying
ones.

See chapter 12.4 for more on finding the most up-to-date high paying
keywords. 

6.4 Keyword Density

You 'll need the right keywords to get the right ads.But you 'll also need the
right amount of keywords.
There 's no golden rule for the putting right number of keywords on a page to
get the ads you want.You 'll just have to experiment.It also seems t o be the
case that keyword density is counted across pages, especially for high-paying
keywords. If you have a site that's generally about cars and you write a page
for car rental, a higher-paying keyword, you might find that you need to
produce several pages about car rental before you get the ads.
In general though, if you find that your ads are missing the point of your
page and that your titles are all correct, then the next step would be to try
mentioning your keywords more often and make sure that th ey 're all finely
focused.For example,talking about "fire extinguishers " is likely to get you
better results than talking generally about "safety equipment."

6.5 Keyword Placement

It shouldn 't really matter where you put your keywords,should it?As l ong as the right words are on the right page in the right amount of numbers, that
should be enough to get you relevant ads, right?
Wrong.
One of the strangest results that people have had using AdSense is that
putting keywords in particular places on the page can have an effect on the
ads the site gets.
In my experience, the most important place on your webpage is directly beneath the AdSense box. The keywords you place there could
influence your ads.
For example, mentioning clowns in the space directly beneath the AdSense
box could give you ads about circuses and red noses!

Keeping that in mind, you could play with your ads in all sorts of ways. If you had a site about camping for example,you might find that you 're getting lots of ads about tents and sleeping bags, which would be fine. But if you also wanted to make sure that one or two of your ads were about Yosemite or mobile homes, then mentioning those keywords once or twice on the page directly below the AdSense box could give you ads for sites with that sort of content too.
Bear in mind though that you 'll often find that you get ads that try to
combine the main thrust of your site with the words in that keyword space
below the ad box. So if you had a site about gardening and you mentioned
"cabbages " beneath the ad box,you 're more likely to get ads about growing
cabbages than ads about cabbage recipes.
Experimenting with the placement of the keywords could allow you to control at least one or two of the ads you receive and help keep them varied. That 's definitely something to try.

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