When starting a new Search engine optimization campaign for a new or existing web site, it is important that you find the right keywords. Keywords are the first thing which will determine if your SEO campaign will fail or not. Choosing the wrong words may bring you the traffic that you’re trying to find, however, not the conversion rate that you desire, and vice versa. Using a tool like the Google Keyword Tool, it is possible to get a better understanding of the keywords and phrases that people are looking for when they are searching for your products or type of business.