Oftentimes people talk about keywords in different ways and for different purposes. Sometimes they want to have a specific keyword anchor text when you hardlink them, sometimes in a website sale thread they say "keywords revealed only after sale", then adwords ask for yet more keywords to choose, and finally adsense and ypn pays a set amount based on certain keywords. So, what's all this keyword talk? All this is kinda mixing up. So, I'm trying to make it a bit clearer for myself, and maybe for some other people that might be confused. So, I separated keywords into three categories. Cat 1) - publisher keywords This is from the perspective of a webmaster using adsense or YPN. From this perspective, a webmaster wants to spam his website with keywords that will produce the highest paying context ads, and thus earn the most money. So, let's say it is a finance website. The webmaster will want to spam his website with words such as "low mortgage", "refinance now", "fast loans" and so on. Cat 2) - advertiser keywords This if from a perspective of a webmaster using adwords or overture. From this perspective, a webmaster wants to chose the keywords that will target the population looking for "low mortgage", "refinance now", "fast loans". However, if the advertiser chooses those 3 keywords, he will pay $10 per click. So, an advertiser, such as a bank, will choose keywords that alot of people who look for ' "low mortgage", "refinance now", "fast loans" ' might type-in, but those keywords are less used by other advertisers. So, an advertiser might choose keywords such as "low mortage" (a common misspelling). Cat 3) - SEO keywords Here people use the same tactic as in publisher keywords, where they spam their site with highly searched-for keywords. One thing I don't understand is why some people want their anchor text to be as a keyword. For example, if your site is "professorgeorgetutors.com" why insist on anchor text "Finance Help" rather than just "Prof. G tutoring" ? Please enlighten me, I'm probably wrong on most of this