Keywords. They are the mantra of the Search Engine Optimization (SEO) people. Some websites are written in a weird, keyword heavy format to make them seem like candy for the search engines. Websites also have metatags and alt-text and other areas for keywords. Search engines read text, which is why content is king on the Internet. Search engines do not read images, unless they are labeled or tagged.
Some companies set up blogs just to increase their likelihood of being found. And SEO people think you should have keywords there too.
If you ever doubted that keywords are important, then do a little experiment on Twitter. Use a keyword like marketing, writing, or golf (if that is your thing) and see how many people start following you. Yesterday, I re-tweeted a story about the Christian Science Monitor getting rid of its religion reporter (fairly ironic, and that is why I shared it). Guess what, no less than three people of a heavy Christian persuasion started following me. Even though none of my posts and my bio say anything about Christianity. These people were simply keyword surfing and leeched on to the word Christian in Christian Science Monitor.
So, how do you create a list of keywords? Easy. Start with your industry and work from there. Say you are a civil engineer. You would have the following: engineering, civil engineering, building, and so on. The important thing is to think of variations and related words. If you are in advertising, you would naturally choose marketing, and perhaps sales. You may also want to include location (city, state, country) and specialties. You may want to use the names of your principals. Just ask yourself: what would people ask if they needed to find me or someone that does what I do?
Final thought: a popular word on this blog has been Twitter. In fact, I am sure if I tagged this article with the word Twitter, I will get plenty of search engine hits.