Your customer doesn’t use industry-speak. They’ve never used the phrase “kitchen electrics” in a sentence, despite the fact that it’s the industry-accepted term for small kitchen appliances. The purpose of this week’s post is to make you aware of embracing the keywords people are actually typing in, versus the ones you want them to type in. Your customer may not search using the words you were taught to use, or in the way you think makes sense to you as a shop keeper. For example, your clients may constantly spell something wrong. Obviously, we want to educate our client base to correct the error, but let’s do it after they visit the page. If you don’t show up in the results under the wrong spelling, they’ll never land on your page where we can then educate them. Embrace this by using both. Have the keyword spelled the right way, and the wrong way for Google, so that either way, you get the visit. Then, once they land on your page, you can teach them how to do write it correctly.

Sometimes it is lawyers being sticklers’ that gets in the way, for example in the case of a bank’s lawyers insisting the term “home loan” be used and never “mortgage”. Why? Technically the latter is a “legal instrument” that the bank does not offer. Oops. No one searches for hooded sweatshirts if you actually wear them. ‘Hoodie’ and ‘Hoody’ will do much better among teenagers, 20 and 30somthings searching. Slow organic growth is the best way. What you should focus on is how to take the slow out of the organic growth model. New Pulse Management can aggressively work on incorporating the right natural growth so Google will approve your growth and rather than ban you, will slowly increase your position.