A method, apparatus and computer program product provides for a semantic analyzer to produce and rank semantic terms to reflect their relationship to the theme and topics of a document. The text and the document can have no relationship to any pre-selected keywords before the semantic analyzer performs text extraction. The semantic analyzer extracts text from a document and performs semantic analysis on the extracted text. The semantic analyzer provides a plurality of ranked semantic terms as a result of the semantic analysis and associates semantic terms with the document as semantic keywords. The semantic terms define content to be presented with the document where the content is an advertisement, a link to a remote information resource or a second document.