1. A computer-implemented method comprising: receiving, by one or more computers, an identification of a web page; extracting a set of keywords from the web page; generating, from an automated keyword expansion of the set of keywords, a set of candidate keywords; assigning one or more of the candidate keywords one or more confidence scores according to a ranking algorithm; comparing the one or more confidence scores to a confidence threshold; identifying, based on comparing, one or more candidate keywords that are associated with one or more confidence scores above the confidence threshold; selecting, from the one or more candidate keywords that are associated with the one or more confidence scores above the confidence threshold, one or more keyword suggestions for the web page; retrieving a performance threshold for the one or more keyword suggestions; measuring, by the one or more computers, one or more performance values for the one or more keyword suggestions; identifying a keyword suggestion associated with a performance value that is less than the performance threshold; identifying a keyword suggestion associated with a performance value that is greater than the performance threshold; performing the automated keyword expansion on the identified keyword suggestion associated with the performance value that is greater than the performance threshold; generating, based on the performing, one or more alternate keyword suggestions; replacing the identified keyword suggestion associated with the performance value that is less than the performance threshold with an alternate keyword suggestion; measuring a performance value for the alternate keyword suggestion; and comparing the measured performance value for the alternate keyword suggestion to the performance threshold.