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Use your web site analysis tools to examine how your competitors use keywords in their web sites and ads. Look at the specific keywords that your competitors are using in their PPC campaigns and natural listings: are they the same as yours, or different? Are their sites and ads above or below yours in the various search engines? This will give you some insight on how their keyword strategy is working relative to your own. If they are applying different keywords than you are, and are performing better, consider adding those keywords to your content. If you are using the same keywords and you want to get more qualified visitors, consider adding descriptive positive or negative keywords to the mix. If you are unsure about how to go about gathering the information you need for this analysis, talk with a company that specializes in PPC and SEO