The adwords tool is just a helper to see what is showing in the search engines..
This is for people that use adwords to find out which words to attach their ads to.
But it has other purposes too.
Goto the page, hit the radio button 'Website content',
enter your page
http://accessoriesoftheworld.com/
hit the button, 'get keyword ideas'
Look at the search volume columns to see the words with the highest numbers.
Those high numbers show you the words that people use the most in their searches.
Sooo, those words are a good bet to use in your site's content, in the keywords meta tag, and in page titles.
There are some other tools there to, and like the adwords tool, is just another way to find good keywords that are being used by people(web users).
I am sure you are aware of the numbers.
121 million women age 16 years and over in the U.S
I suppose younger women also spend money on jewelry.
I guess that means you have 121 million possible customers.
search numbers
132,000,000 for jewelry
31,600,000 for jewelry accessories
15,200,000 for cultural jewelry
758,000 for ethnic jewelry
20,100,000 for unique jewelry
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take my little canvas shop for example:
google search--
2,260,000 for boat covers
no where near the listings(competitors),
but I am different, I just don't care about search listings since my site is more of a tool for me to use when talking to customers on the phone. And I only need a 75 mile radius coverage.
BTW, after 2 years, DMOZ finally listed my site.