Web advertising is playing a key role making huge turnovers in terms of revenue for the retailers marketing various products online. Internet became a primary source of valuable information for everyone. The search engines are playing an important role as information providers over a decade. Online Advertising and Search Engine Optimization (SEO) became two primary sources for advertisers to implant their information online and keywords play an active role in driving traffic to the retailer’s website. Though there is ample literature available on search engine marketing, it is always a challenge for the advertisers to identify an ideal strategy for gathering keywords that would yield impressive results. This research article is an effort to provide an ideal framework that can be adopted by a retailer/advertiser to generate an optimal list of keywords that can drive good quality traffic to the website. The author refers an optimal list to state the quality of keyword list that can be generated using the proposed framework.