Rule #1: Most key phrases should be two or more words phrases
Since the Internet is so vast, most searches are performed using two or more search words. Searching using only one word rarely returns relevant web sites. For this reason, Regency Interactive Corporation requires that most of the key phrases promoted be composed of more than one word. Please follow these guidelines.
Examples of using two (or more) word phrases:
Dallas real estate
car polish
scented candles
aromatherapy oils
Las Vegas hotels
Rule #2: Use specific key phrases
This rule cannot be stressed enough! General key phrases do not rank well on the search engines. Try to come up with key phrases that really describe what makes your goods or services different from the competition. If your site is selling a new kind of super wax for your car, you don't want to use "car" or "wax" as two separate keywords but instead you would list "car wax" as one of your key phrases. If you used just the word "wax" as one of your keywords, then your site would now be competing for search engine listings with all the sites that contained information about "candle wax", "wax museums", "ear wax", "wax cylinders", etc. Not only would it be much more difficult to maintain your rankings for the word "wax", but the people who did manage to find your site, would most likely not even be interested!
Example of using specific key phrases:
PTFE paint protection
project management software
hydraulic cylinder repair
Phoenix comedy clubs
corporate motivational speakers
Rule #3: Get geographic when it makes sense
Use geography in your key phrases when the vast majority of your business is local. If you sell Toyotas in Phoenix Arizona then it's doubtful that many of your clients are going to travel from Alaska to buy a car from you, so it's very important to use specific geographic keywords to target your audience. Words such as "Phoenix Toyota", "Arizona Toyota", "Phoenix Arizona Toyotas", "Phoenix automobiles", etc. would be good choices.
Example of incorporating geography in your key phrases:
Raleigh plumbing supplies
Arlington Texas pizza
Las Vegas dry cleaners
New York florists
Dallas janitorial services