Can a master word be created?

Firstly I have an excel document with all the info on I need for a comparitve search engine, can it be used as it is or will I have to rewrite with sql?

Back to my main point, I have a cell in the attribute column that contains keywords to describe the item, let's say red for example, because there are lots of synonyms for red can they be grouped under a master word and can this be used for other items to save me having to write lots of keywords that people may use in search engine over and over again?