Search engines are the mediums that drive potential clients to your website. But in order for web users to reach you, your website needs to give them specific and clear signs that will drive them directly to your site. You can do this by coming up with carefully selected keywords. Find the exact words or phrases and tons of traffic will be directed to your site. But if you choose keywords that are too over-used or too general, there is a reduced likelihood that visitors will make it to your site.