Pick Your Words as Carefully as You Pick Your Friends

As time goes on, Google continues to make refinements in the way the search engine operates, all with the goal of offering the customer the freshest, most relevant content in response to their queries.

Google’s search engine is increasingly able to differentiate natural writing from unnatural writing that is only intended to appeal to the Google’s web crawling bots.

As Google progressively tries to make their algorithms simulate human thinking and perception, those website owners who create content that appeals to real people are rewarded.

Therefore, many people study Google’s strategies carefully so they can ferret out the most scientific methods of putting content on their website that will pull them to the top of the search results. While there is nothing wrong with this activity, there is one factor in developing content for a website that many people miss: They focus so much attention on Google’s parameters that they leave their customers’ hearts and minds out of the equation.

Go ahead and make your content conform to Google’s parameters. But then make sure that every line of text talks to a customer. If a potential customer arrives at your site (courtesy of your website showing up on the first page of Google’s search results) and then is not sold on your product by your content, you might as well have shown up on page 99 in the search results.

Who is your primary customer? How do they think? How do they normally express themselves? What educational level do they tend to have? How does your product make their life better or their business more successful? The language you choose for your content should take these factors into account.

Imagine that you are offering supplies or services for children. Well, mothers have a different viewpoint than grandmothers and teachers, but they all deal with children. You may want to create separate features for each of these three types of customers so you can address their specific reasons for looking for your type of children’s service or products. In each of these separate articles, you can zero in on the language, viewpoint and problems of a mom, a grandmother or a teacher and show how those problems are solved by the use of your product or service.

The same thing goes for different types of corporations, different types of lawyers, government agencies and so on. Take the time to find out any specialized lingo or emerging situations that you can offer a solution to.

And never, ever fail to sell the benefits of using your product or service with all the honest persuasion you can muster. Use romance, use imagery, use imagination, but remember that what will sell the product or service is when you offer a benefit that is near and dear to your customers’ hearts. Like the old Kodak film slogan, “We capture your memories forever.” They didn’t sell film, they sold memories.

When you match your content up to Google’s guidelines AND use the right words to reach into the hearts and minds of your primary customers, you really maximize the impact of your website.