How to Find the Best Keywords for Your Brand

"It's all about knowing your products and going from there," said Wegner. "Know who you are, what you're selling and how your customers view you, and get specific as possible. Each keyword needs to have a purpose and a goal."

There are multiple free tools to assist you with your keyword campaigns, beginning with Google AdWords. This is a good tool for finding new keywords. AdWords will show you a list of keywords just by inserting the name of your site. It then determines keywords for your categories and their search volume. "Take it a step further and do this for a competitor's site," Wegner said. "Maybe they're using keywords you might have missed." Google Traffic Estimator and Google Insights for Search are also useful tools.

Google Search Query Report is a must-have tool, said Wegner. Used after a campaign has been launched, the tool reviews current search queries that match your current keyword list. It also gives you two valuable pieces of information — what's working and what's not. Citing the Timberland example, Timbaland is a popular rapper. He has albums, song titles and lyrics. It's possible that some of the keywords associated with Timbaland are also associated with Timberland, especially if Timberland included common misspellings in its keyword campaign. These are called negative keywords. With the help of Google Search Query Report, you can remove these nuances with ease.

With these tools available, you should never do just one thing on this list. Remember to always optimize, change, add and remove your keywords with the seasons. Remember the variables and be specific as possible with your keywords to maxamize ROI. If you don't, your competitors will.