The use of keywords are ordered to begin with you and your interests, then your Web site html source codes and tags, then creating highly optimized Web page and targeted content for higher search engine ranking and ends with marketing of Web pages based on your keywords and phrases.

The first use of keywords that I have rarely seen done is to correlate your passions and expertise with marketable products, services and niche Web sites.

Let's begin there and in the future article address the other 32 uses of keywords and phrases.

* Single Most Important Web site Ingredient

What is the single most important ingredient of a successful Web site? Is it Web Design? Web content? Products and prices?

You cannot find the answer in any of those.

The answer is you. You bring life, vibrancy and success to your Web site and not the other way around. Show me any successful Web site and I will show you dozens of failures just like it with better design, more content and cheaper products.

What makes one Web site successful and an identical one a failure? It is the owner, her creativity, hard work, diligence and passion.

That is why the single most important contribution of keywords is to help you explore your experiences and discover your marketable niche.

When we hear that doctors and lawyers are making a ton of money, we don't pretend to be one, do we? Why not? Besides the legal issues, everyone knows it takes 6-10 years of intense study after high school and to become a doctor or a lawyer and don't forget the cost and competition.

Only after all this enormous expenditure of resources, these individuals will be able to help anyone with their health or legal matters. Sometimes even years of training is not enough if the fire of healing is not burning in a doctor's heart or thirst for justice in not in a lawyer's mind. I have to admit that today's society has changed drastically from Dr. Marcus Welby to Nip/Tuck. As a consumer which type of doctor do you prefer?

Keep your answer in mind when you read the next segment.

When it comes to the Internet, as soon as a catchy advertising is shown or a persuasive email is received with couple of snap shots of huge income earned, many jump aboard. They start a Web site and begin the attempt of selling these “wonderful” products or services they really know nothing about.

Their Web sites reflect this lack of knowledge and passion. Consumers deserve our best if we want them as our clients. And with the tremendous exposure they have to thousands of Web sites they are highly educated in what they want. But they are also overwhelmed and they are looking for something that stands out.

We as Web site owners need to understand the same challenges that a brick and mortar business faces and a large part of that is understanding consumers and really taking care of them. If we don't, we are left with the question of what went wrong? Where are the fortunes promised?

Nothing went wrong and the fortunes are there. The harsh reality is that in most cases we chose the products and services to sell without a single thought to our qualification to sell them or our passion to sustain our efforts to make a Web site a success.

*Use Keywords To Qualify Yourself And Serve Your Customers

Let's go back to the role of Keywords in this process.

I believe you should begin by qualifying yourself, discover your expertise and uncover your marketable experiences. The process takes a little time but it is fairly simple and it will serve you as the unique corner stone of your success, which no one else can imitate. This is about finding your path, your keyword and your niche.

To begin, write down your educational experience, your hobbies and most important what you are passionate about.

Then, write down what you have done in the last ten years.

Can you condense what you have done in each of the last ten years in one line? This is not to diminish the value of each year but it is to crystallize the lessons learned.

One line for each year for a total of ten lines. Then take the first line and write down what you had done each month, one line per month for a total of twelve months. Don't worry if you don't remember every little detail. You want to keep it general.

Remember that you are not writing a resume and you are not trying to convince anyone that what you had done is valuable. You as a spiritual being, have an intrinsic value beyond your activities and relationships. This is a process of self-exploration to look at the past and find seeds of success that lay there dormant.

Once the list is done, expand each line to include details of the experience. You will soon find out you have expertise in so many areas you did not even think about. Most people tend to neglect their expertise in an area simply because they have done it so long that it is second nature to them and they do not put value on it.

To help you get started let me give you an example from my own list a few years ago.

Short Version - November 2003 - Replaced the old lawn.

Expanded Version - I live on about an acre of land and this process, replacing the old lawn, took about a month and I hired five people to do the job. My main function was research, since by nature, I needed to know how things worked and I wanted to make sure that I received high quality workmanship.

Over the course of the month, I spent over 40 hours in hands-on training. Many people don't know that a regular college course on a quarterly system is ten weeks and three hours per week for a total of 30 hours and it is not hands-on. Remember that anytime you complete a project that requires more than 40 hours to complete, it is equivalent to taking a college course.

For me, definition of a project is something that you plan, research, act upon and complete.

By the time we were done, I had both more knowledge and practical experience than most people about soil condition, types of lawn, self repairing lawn, over-seeding lawns, the proper irrigation distance, correct drop angle for drainage, trenching equipment, lawn lighting and a dozen other things.

Now that I had my "one liners", let's look at the words I used to describe the action. In this case the most common word was “lawn.” So I check the demand for that keyword and this is what I found.

The marketable demand for many of these items is huge. For example, just the keyword lawn has the following consumer keywords and related demands, 27467 lawn care, 4709 lawn ornament, 4456 lawn equipment, 3685 Christmas decoration lawn, 3455 lawn maintenance, 2488 lawn sprinkler, 2046 lawn decoration, 1583 lawn fertilizer, 1372 lawn aerator, 1000 lawn mowing, 952 lawn sprinkler system, 757 lawn irrigation, 666 lawn roller.

Now, because of my personal experience, I could provide real help and practical advice for most people with their problems in many of these areas and I have for my friends. I could write content, start a blog, point to solutions and products. In simple terms, I am now partially qualified to sell products related to the above terms. But by the same token, I still don't know anything about lawn mowers, or lawn tractors and I am not qualified to offer advice about these.

When looking at keywords, I ask myself, am I really qualified to help anyone by giving them advise about lawn tractors or lawn mowers. If the answer is no, then I move to the next keyword or if I am passionate about it I spend the time to acquire the expertise.

* No Heart - No Web site

Will I now rush to create a lawn Web site? Of course not. That is not my passion. I am not even remotely interested in the subject. I may at some point write an article about Bermuda grass and lawn fungus that has cost me more money and effort than any other thing related to lawns. I just mentioned this so that you know each experience has a tangible marketable value if you really look at it.

When you plan to spend a few hours a day on a Web site, you should do something that you are passionate about. I emphasize passion because expertise can be obtained but passion has to be there.

Above was an example of what is possible when you can really look at one experience from a marketing point of view and I hope it can help you crystallize the past and begin harvesting the fruits that it has brought you.

When I look at my list, writing in all its variations is a huge part of my activities. Every month I spend money on books to read, books on how to write, books on grammar, dictation, origin of words. Writing and writing related activities occupy a third of my daily activities and of course it shows up on every list I make for every month of the year going back more years than I like to count.

Now, if you were me and had to choose between a Web site that has to do with lawns and a Web site that has to do with writing, which will you start?

Alas, I am still far from the writer I want to be so I do not even pretend to be a writer or give advice on it. Instead I use my passion for writing to create content for Web sites. I have found my niche and I hope these ideas can help you find your niche as well.

I want to leave you with a quote from Malcolm S. Forbes who once said, “The biggest mistake people make in life is not making a living at doing what they most enjoy.”

To see real life examples on how others have turned their passion into profitable Internet business, check out