Marketers Don't Speak Like Consumers
This search engine optimization tip is brought to you by the Austin SEO Guy -- search engine wisdom for Austin, Texas companies.
Pop Quiz -- Which would you rather have, a luxury estate or a custom home?
If you work in the marketing department of a prominent home builder, you might favor the luxury estate. But if you're an average consumer, you'd be more familiar with a custom home.
What's my point?
Well, both phrases describe the same thing -- a damn nice house! But one phrase gets a lot more search volume than the other. Many home builders talk about their luxury estates, in their brochures and on their websites. But most consumers use the phrase "custom home."
How do I know this?
Because we have the technology to find out. Look at the SEO Toolkit section of my website and see for yourself. In most cities, a lot of people are searching for custom homes online. But very few, if any, are looking for luxury estates. Same product ... totally different SEO value.
Conclusion
Don't assume that your prospective customers use the same language as you do. They probably don't. Avoid making SEO hunches. Do the proper research to find out how your target audience is using search engines to find companies like yours.
Or to state it differently:
If you were a home builder, would you rather have luxury estates that nobody could find, or custom homes that everyone could find?
Until next time...
-The Austin SEO Guy
Pop Quiz -- Which would you rather have, a luxury estate or a custom home?
If you work in the marketing department of a prominent home builder, you might favor the luxury estate. But if you're an average consumer, you'd be more familiar with a custom home.
What's my point?
Well, both phrases describe the same thing -- a damn nice house! But one phrase gets a lot more search volume than the other. Many home builders talk about their luxury estates, in their brochures and on their websites. But most consumers use the phrase "custom home."
How do I know this?
Because we have the technology to find out. Look at the SEO Toolkit section of my website and see for yourself. In most cities, a lot of people are searching for custom homes online. But very few, if any, are looking for luxury estates. Same product ... totally different SEO value.
Conclusion
Don't assume that your prospective customers use the same language as you do. They probably don't. Avoid making SEO hunches. Do the proper research to find out how your target audience is using search engines to find companies like yours.
Or to state it differently:
If you were a home builder, would you rather have luxury estates that nobody could find, or custom homes that everyone could find?
Until next time...
-The Austin SEO Guy
Labels: Search Engine Optimization
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