In an embodiment of the present invention, keywords may be dynamically optimized. This may include techniques for reducing the number of keywords assigned to a particular web page (and selecting which keywords to eliminate). This may also include techniques for reordering keywords, introducing new keywords, and/or changing the attributes of keywords (e.g., size, font, color, spacing, etc.) assigned to a particular web page. Any of these techniques may be dynamically implemented by basing the optimization on one or more metrics and data collected from user interactions with the webpage.