Those eager to enhance their search engine rankings should group their keywords in the most effective way possible, according to Yahoo!.

In a post on its Search Marketing Blog, Yahoo!'s Smart Start Team suggests that online brand marketers put themselves in their customer's shoes as they search the web, noting how frustrating it is when search terms are typed in and mismatched ads are retrieved.

The search firm's team states that in order to ensure ads are clicked, they must be paired with relevant keywords.

"If your ad doesn't get many clicks, your quality index can be affected. High-quality ads are generally more relevant to searchers and therefore get clicked on more often," it notes.

Concluding, it notes that low-quality adverts are usually not as relevant or appealing to searchers, meaning they are less likely to be clicked on.

Meanwhile, sector commentator Damon Segal recently wrote on online resource Real Business that picking the correct keywords is "essential" with regard to search engine optimisation.