Use Your Customer’s Words, Not Your Own

Keywords 101: Focus On Your Customer

Each profession, hobby, interest has its own jargon.  There are words that the uninitiated may have heard but don’t really know the implication of.

I can talk all day of SEO and Long-tail Keywords and you may or may not have a clear grasp of what I am talking about.  Unless you have educated yourself in that area of internet marketing, it all starts to sound like the mom in Charlie Brown, “Whaa, Whaa, Whaa, Whaa, Whaa.”

The same thing holds true of your skill.  When you write in terms of double crochet or 5 gm weight yarn or Marina wool versus Alpaca versus Egyptian cotton, you are talking in a language that people in your skill club understand.

Your customers have their own jargon.  Their jargon entirely depends on who they are and what they are looking for.  Unless you are selling patterns, your customers don’t care how many stitches per inch you are offering, they care about how good the garment looks on them.

You want to reach your customers in keywords that speak to their needs. ~ Karen Dennison Click to Tweet

In writing up the descriptions of your wares, you need to spend more time using words that the customer is typing into the search engine and less time on industry jargon.

That doesn’t mean that the customer is not interested in the content of the products.  It does mean that such interest only manifests after they are convinced that your product serves their primary needs and search parameters.

They will never get to the place in the buying process where they need to know about the technical aspects unless they first find you using their search terms.

In my case, do my customers really want to learn how to quilt?  Not really.  They want to make a special gift for a new grandbaby or newlywed couple.

Is somebody looking for a crochet hat?  No, they want something that looks great on them that keeps them warm.

Luckily, search engines will tell you what customers are really looking for.  A little keyword research will uncover what they are searching for and you get to use that information to give it to them.

Search engines do want their customers happy.  They consider their customers to be the searchers.  The search engines are more than willing to help marketers supply good information to searchers.

For a free guide to keyword tools used by the pros – go to 

http://keywordyourwaytotraffic.com/bribe

About Karen Dennison:

Quilting Professor – Offering Online Quilting Classes – SEO and Keyword Consultant

~Wife of 1, Mom of 4, Grandma of 10, loves textile arts, and UCLA Bruins

~I love textile arts. Tatting, embroidery, cross stitch, tailoring, knitting, crochet, I haven’t yet found a needlecraft that I don’t fall in love with. Read Karen’s Complete Biography