Their answers may surprise you and conflict with what you have learned thus far. These WebTrends Live demos give examples of keyword and key-phrase information left behind by referrers. After developing a list of words and phrases, you then need to assess how good they actually are. You can probably eliminate single keywords, unless it is your brand mark or name. A single keyword is not very descriptive and leads to poor targeting.
Phrases are much more descriptive and useful than keywords.
The trick is to find phrases that are popular but that don't have a lot of competition. The higher the KEI, the better the key phrase to target. For example, take the WordTracker demo to see this combination in action. You type in your keyword phrase, and WordTracker will search for other similar phrases. WordTracker uses its database to assess the popularity of the phrase and also searches search engines to assess their competitiveness.