1. A computer-implemented method using one or more computing processors for content selection, the method comprising: identifying a landing page associated with a creative, the creative being a content item that is to be displayed on a web site responsive to a received request for content, wherein the creative includes first associated keywords and wherein the landing page includes at least one image and other content; determining a prominence level of the at least one image included in the landing page based at least in part on a relative size, location or both of the at least one image; when the prominence level exceeds a predetermined level, evaluating pixel data associated with the at least one image including determining one or more labels that are associated with the content included within the at least one image; determining one or more additional keywords for the creative based at least in part on the one or more labels; replacing one or more of the first associated keywords with the one or more additional keywords producing an updated set of keywords; and storing the landing page including the updated set of keywords to enable searching and serving of the creative responsive to subsequent received requests for the content.