Google is always a friend.

Realize how you can grow your business through using google synonym keywords.  If you have a keyword for your business, then fill it in the add words campaign to learn how many times it is searched.  Then you'll also see that google will do suggestions based on the keyword.  These suggestions can be downloaded in an excell and then you will use them to create seperate landing pages or you use 2 or 3 of these synonyms in the original keyword landing page you are creating.  This will help your ranking of the pages you create.  Once the page is ready, give google some money by adding a google add words campaign, with that specific landing page.  However put only 0.04 euros per click on it, google will say that this is less to be on the first page, but this does not matter, because in fact, you do not want to pay for the clicks, you only want to improve your SEO ranking of that page.

Google can be your enemy though: this is if you fall in the trick of them to increase your cost per click, then you become an slave of google, you will never win the battle as others will always put their cost per click higher.

The extra trick when creating new landing pages with synonyms is to avoid the ones with high competivity, which will be viewable on your excell list.  You want to be unique, and not to sell commodity.