Make all people in the company who touch any web-based public media (any!) memorize the keyword list. Having a short video available to explain why the list is important can help with adoption and usage. I suggest laminating the final list of 10-20 keywords/phrases on a 4×6 card and giving everyone a push pin.

Clearly your keyword list needs to be dynamic not static but luckily in most businesses the basic set of words does not change with the whim of corporate marketing’s messaging.