Today, there is a tremendous competition between online service providers. Every firm having an online presence will go to any lengths to take the competition head-on. Search engine optimization is the key to ensure success no matter which industry you are operating in. Even though there are a different criteria that are taken into consideration by the search engines while assigning suitable rating to a websites, the content of the site is of utmost importance. This is the reason why you must choose the right keywords to optimize the reach of your website. If you do not make use of the right tools, there is every possibility that you could get misleading information from the internet clutter. Google keyword tool is one of the most reliable tools and is being used extensively by the advertisers and website owners in order to select the key phrases. It is risky to choose random phrases to optimize the reach of your website as it may not be the right term that could grab the attention of your targeted audience. The Google keyword tool is designed in such a way that it has the potential to identify the exact terms that can be used as keywords. There is a potential danger of you selecting negative keywords when you pick them up manually. It is called ‘negative’ because it impacts your search results in a negative way. For instance, if you look for the term ‘flowers,’ the search engine can throw up many related terms including the term ‘garden’. Here, ‘garden’ is a negative term as it has no relation to your business. Thus, with the help of this magnificent tool, you can ensure that your advertisements reach only your targeted customers. Unless you identify the popularity of the keywords you have chosen, you would not be able to determine how appropriate they are. The Google keyword tool will help you refer to the monthly search volumes and popular trends. This can help you identify those keywords that are sparingly used. The new entrants in the field are always keen to use key phrases which are used less so as to get visits by the exact target audience. However, the established companies use even the commonly used phrases to maintain their reputation. One of the recent updates is an external tool that can identify the keyword density of a website. It is vital to understand that the Google keyword tool is designed majorly for the advertisers and not for the webmasters. However, since there is only a negligible distinction between the strategies used by both, it is advisable to use this tool for SEO purpose too. Even though the tool is designed to help you, it is important to use your common sense to figure out certain things, like the kind of traffic that you intend to get from the selected set of keywords, conversion rate that the traffic is likely to generate and the potential value of this conversion.