Quick suggestion. When going for online marketing and concentrating on search engine optimization, which is what I think you are asking about, look at several things: choose the words that go in your meta keys that most fit what you have to offer and what you are interested in doing business in; make sure that your landing page contains several references to these same words; and, provide links using these same words to either other pages or to other sites. To see what I mean type in a word or phrase in a major search engine such as Google. The words "civil war chess set" will do nicely. Go to Google and type this phrase in. Now, go to the first listing that pops up under the paid advertising and rather than click directly on the listing click on the term "cached." This will take you to a page that the Google searchbot have cached. It will also show you the words from your phrase highlighted. Take a look at how often it occurs throughout the page in question and note the number of links involved. Next, click on "Page" in your toolbar and go down to "View Source" and click on that. It will open up in Notepad. Look for a string that says ""meta name="Keywords" content=..."" This show you exactly what meta keywords that particular site used to make your phrase pop up in its position on Google. There may still have been some money passes somewhere but what you're looking at is a successful means of moving your site's ranking up through the search engines. It was successful, so use it as a template for deciding how to handle what you want to do. A piece of further advice is don't simply repeat the phrase over and over throughout the landing page. The 'bots will disregard and it'll actually cost you in placement on the search engine.