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What is the catch with keywords? Where do they go?

OK, Im trying to drive more traffic to my listings. Im reading how everyone here says keywords are the secret rather than using overpriced, fee-based, listing upgrades.

Im just not sure where to put the keywords. Do they go in the "keyword" meta tag in the html? or In the item description? From what Im reading, ebay doesnt allow that, it is considered keyword spamming.

Id like to know where to put the key words for pretty much all the selling methods: ebay listings, stores, what ever else you guys are using...Ill likely be selling using those methods too.

Thanks
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