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Your landing page is your launching point, as the terms your pick must accurately reflect the content on that page. Now, there are two reasons for this: first, integrity is a major factor in determining page rank. If the terms do not match the content on this page, it will lack integrity. However, more importantly, it provides a sound customer experience. A person looking for pickles would be thrilled to land on this page; but if somebody was looking for sandwiches, they’d be disappointed. Pickles may be an integral part of a deli sandwich, but this page doesn’t address sandwiches at all.Modern search engines are looking for clean and concise pages. If a page cannot be defined easily, you must re-think your design. However, if you were following good design principles, this should be easy – determine the major theme of the page, and pick 1-5 terms that best describe it. In SEO, less is more; adding more terms actually diminishes the value of each subsequent term. Choose only what is necessary. For this particular example, I wold focus on the fact that this is a “New York Deli Pickle”, and I would make 1-5 variations of that specific theme: “New York Pickles”, “Deli Pickles”, “New York Deli Pickles”. I would probably choose those 3, and those would be my marquee terms for organic search on this page.Now, paid search is different. In a page search campaign, a broader set of terms will give you more granular data and better optimization choices; add as many variations as you can think of. Right her is an example of that: take a simple term, like “New York Deli Pickles”, and break out any kind of variation you could potentially think of – plurals, misspellings, abbreviations. When it comes to paid search, more is better. It doesn’t matter how many terms you have, and in fact the more terms, the better.To recap, – Pick a smart landing page and using it as a starting point. – Only choose terms that accurately reflect the page. – Less is more in SEO, so choose your terms wisely. – But get granular and create a broad set of terms for paid search.