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In this week's edition of eTips, Robin Nobles, of searchengineworkshops.com,
will assist you in driving more targeted traffic to your web site and potentially
increase your sales using 'ideal' words to describe your products. Make sure
you don't miss this powerful article.
I hope you'll enjoy the publication.
To your success!
Sponsor Message
 Using
Ideal Words to Describe Your Products ... Adjectives really do
matter
By
Robin
Nobles Copyright © 2006
When you create content, titles, and descriptions for your products and product
lines, what descriptive words do you use? What descriptive words do your
potential customers use? Have you even taken the time to think about it,
or better yet, find out?
Let me give you a perfect example: watches.
I’ve been in the market for a watch lately, but not just any watch.
I like unique and unusual things. But when I plugged in descriptive keywords
into the search engines—words like unique, unusual, colorful, and
funky—ladies watches, the organic results held nothing of interest.
In the organic results, I found collector sites, blogs, and sites in other
languages. I found description tag spam. However, the watch sites were classic
women’s watches like you’d find in any department store. There
were absolutely nothing unique about them.
I actually went through six pages of search results under numerous keyword
sets each and came up with nothing. Count them ... six pages.
So, I went to the PPC results. Again, most of those weren’t relevant
to my search. However, I did find the most phenomenal watches made from safety
pins. That’s what I call unique!
Look at Your Own Products
How are you describing your own products? What descriptive words would your
customers use when searching for your products? The more accurately you describe
your products, the more targeted your traffic will be.
How do you know how people are searching? Try Wordtracker
(http://www.wordtracker.com),
which is the best online resource for researching your customer’s behavior.
Also, study your log files.
A Niche Within a Niche
If you’re selling classic ladies’ watches by Seiko, use those words
to describe the watches. Don’t call them unique or unusual unless they
are. Call them feminine, elegant, or classy. Or describe them as being bracelet
watches, silver-tone, or with diamonds. Are they replica watches? Luxury
watches? Fashion watches? Waterproof? Made of a particular material?
Men’s watches can be a certain brand as well as military watches, LED,
dress, sports, diving, vintage, casual, bargain, pocket, pre-owned, and the
list goes on.
Form a niche within a niche, and build content around the types of watches
you sell. That way, if you sell vintage watches reminiscent of the 70’s,
you can describe one of your unique watches like this:
Psychedelic orange orb ladies’ watch that brings back memories of the
smell of patchouli and the sound of Janis Joplin
If you have a whole section on vintage watches, you’ll have a much better
chance at ranking high for that keyword phrase. Use “vintage” in
the title, description, and content on each page, but describe each watch
differently. You certainly wouldn’t describe a watch like the one above
as “classic” or “feminine.”
Plus, your visitors will be getting relevant results from the organic searches,
and your site will be getting targeted traffic. Win/win situation.
Adjectives are Subjective
Yes, you’re right—they are. When searching for watches, I didn’t
consider the majority of watches I found to be unique. I personally don’t
consider classic ladies’ gold-toned watches that you can find in any
department store to be unique. However, someone else might.
However, I also wasn’t after unique in the sense of a watch with Gene
Autry in the center of it. Even I have my limits on unique!
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Look for Keyword “Holes”
in Your Niche Industry
In the case of watches, I definitely found some keyword holes that a good
SEO needs to explore. The organic results are desperately lacking the long
tail of marketing keywords that are well known for bringing in a steady stream
of targeted traffic. The results may be there, but they’re pointing
to irrelevant pages. How many people are going to go through the first six
pages of results? This is a treasure mine for SEOs.
Do you have something similar in your industry? Study your industry and how
people are searching. Again, Wordtracker is your best source for this type
of information as well as your own log files.
Describing Versus Searching
Let’s visit the following Web site:
http://www.monjiusa.com/
Click on products. Study the watches, and come up with five words to describe
those watches. We know they’re unique, so let’s come up with other
words.
We’ll do it together:
one of a kind
ingenious
extraordinary
safety pin
multicolored
Now, I want you to study the words above. If you were looking for a unique
watch, would you type any of those words into a search box?
The answer is probably no. How you describe something and how buyers search
for something are two totally different things. You have to use descriptive
and accurate words to describe your products, but you have to use words in
your title, description, and content that your potential buyers will use
when searching for your products.
Make sense?
Useit.com ... an Excellent Resource
To me, Jakob Nielsen is and always has been synonymous with usability on
the Internet, and I’ve been watching what he writes for years. His latest
article couldn’t have been published at a better time.
“Summary: Familiar words spring to mind when users create their search
queries. If your writing favors made-up terms over legacy words, users won't
find your site.”
http://www.useit.com/alertbox/search-keywords.html
In Conclusion ...
Describe your products and product lines accurately. Use descriptive words
(adjectives) that your readers will type into the search engines in your
title and description tags as well as in the content of your page.
Don’t deceive your potential customers. You want happy potential buyers,
not disgruntled, deceived potential prospects that are ready to hit the back
button.
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