• Look at the keywords already available within your company. What phrases or words do you use to describe your products or services? Try not to list pet phrases that customers won't know.

• Go to your consumer base to get an understanding of what they call or describe your products or services. It's highly likely that consumers might call your product a different name.

• Search online on how people are describing your product. Journalists or product reviewers are a good source as they relate directly to the consumer.

• Use keyword tools such as Google Trends, Google Insights, Keyword Discovery and Hitwise to get a viewpoint on keyword popularity that is beyond what you can get in your analytics. Use a variety of tools, some free and some fee-based to get a better comparison.