What Are the Right Keywords? Anyone? Anyone?
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Written By Drupad Sil | April 30, 2008 | Share This
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Knowing your customer and knowing your brand are two keys to effective marketing. For online advertising, this means not just knowing what you call your product, but how customers refer to them – frequently, they turn out to be very different, and that difference makes a significant difference in traffic volume. It’s a situation we at Reprise Media have seen play out over and over again.
MediaPost has posted an article by Managing Partner Peter Hershberg on the importance of understanding how your customer searches for your products. More from Peter:
“In paid search marketing, buying keywords that no one searches for can be a huge misstep, causing marketers to miss out on valuable traffic and reduce the impact of their campaign. In search engine optimization (SEO), creating website copy and title tags (the words that show up on the top bar of the browser only) that don’t resonate with searchers means the site is less likely to come up when it’s most relevant to the audience.
Instead, marketers should learn from the mistake of brands like Wachovia, which includes a page for vehicle loans on its site. Though it’s an accurate umbrella term for what Wachovia offers, the phrase ‘vehicle loan’ just doesn’t have the same volume as ‘car loan’. Again, while this may be how Wachovia defines its services, it’s not what customers look for.”
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