Ian Lurie // Apr 24 2007
In marketing, it pays to start with your audience’s ideas, even if they’re wrong. Nowhere is that more true than search marketing: Pick the keywords they expect, and you’ll have a shot at changing their minds. Demand that they understand, in advance, that the phrase they use to describe your product is wrong, and you’ll fail. For example:
You consider your product a three-wheeled transporter.
Everyone else calls it a tricycle.
You don’t want to call it a tricycle because it’s just so unique. It transcends tricycle-ness. It revolutionizes transportation. It may change the world!
That’s just fine with me. But when you go to search engines looking for customers, you’d better us the phrases they understand. Optimize for ‘tricycle’. Buy ‘tricycle’ for your pay-per-click campaigns. Explain the difference after folks get to your web site.
Otherwise, you may be right, but you’ll be talking to an empty room.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More