One often wonders why when people go looking for you on the
Internet they don't find you?\
Ever consider that the possible reason they don't find
you is because the language that they use when they type into the search box
is not the same language you're using on your website.What I mean by this is
the jargon that you use to describe what you sell, is generally not the same
jargon that your clients use when they search for your services or products.
Let's take the example of a chemical company who want to drive more traffic to their website for an eco-friendly water-based
degreaser they have just developed and come up with some nice cool marketing phrase that has actually got
no relevance to the service or the product. Then they will go and label it and
render it in this case as "The great eco-friendly water-based
degreaser for your machine shop".
Their sales reps would take the product to the market and
after some lengthy persuasion convince people to try the product and use it.
After using the product for several years this product will develop a name of
its own to those people who use it due to its peculiar consistency, in this case
its resemblance to green jelly. From then on, whenever anybody orders the "eco-friendly water-based degreaser" they ask for "green jelly".
So imagine when the sales rep does not do his rounds for the chemical company while he is on leave and the machine shop steward
decides to give the chemical company a call to order some more of the great
Green Jelly. The problem is that when he phones the chemical company, he expects them to understand what he means by Green Jelly, but in this case, the
receptionist has no idea what Green Jelly is and its relationship
to eco-friendly water-based degreaser. She then promptly tells the client that he should
rather go to the candy shop down the road!
So let's put this into Google terms, the chemical company
using its limited knowledge of search engine marketing and search engine
optimization techniques, decides that this new product's titles and all
information around it should point to the phrase 'eco-friendly water-based
degreaser' and, after a period of time the chemical company begins to wonder why
Internet Marketing is not working for them. It turns out that it's quite simple
really, everybody is going to Google and typing the phrase Green Jelly machine
shop, but they're trying to sell 'eco-friendly water-based degreaser'.
As is always the challenge with any form of Internetmarketing, if the language does not speak to the clients the clients will not
speak to you. Always remember that Google is in the business of connecting people.
Think of it this way: everybody is looking for you - Google helps them
find you.
If you want to really understand the language of search, please feel free to join the next Internet Marketing for Charlotte. To book click here NOW!
