my new wife is sitting there and she's looking at Halloween costumes for our son.  Earlier on she'll have been doing something else, looking for something else.  Earlier on, she'll have been on looking for insurance for a car that she's got being delivered. So different modes, different wants, different ways of searching.  But universally, we've been taught to go online and look and do our search online, first for information an then if it's an expensive item we then go along to the shop.  It must really cheese off the shops because you walk in and somebody says, "Can I help you sir?" and you say "No, no thank you I'm just looking for the Sony CamCorder X550 that's on sale at the moment for 399.99 instead of 525.  Could you show me where they are please?"  And they go, oh there's my commission gone. It's all about search engine marketing and it's about database search for keywords and it's the keywords that get indexed.  It's the words that get indexed. These little robots, the things that Google use called spiders, they look for words.  They look for language.  And language is all about marketing and it's low cost conversion. Now, I'll labour a little bit more about keywords.  Markets are communities of people and they have market specific language.  There's the first clue.  If you're trying to sell something to a target market, work out what their language is. Work out what works for them in that language.