11 March 2009
Filed under Articles
Just found this interesting news post from directnews about the relationship between search keywords and on page keywords for SEO campaigns. The post explains that search keywords may not be as appropriate for on page copy. They cite an example of the term “Hotel deals” which is more frequently searched for than the term “hotel special offers” but is LESS effective as an onpage keyterm, as in users respond less positively.
They categorise these two sets of keywords into “search” words and “care” (onpage) words. If the research is correct it is very important in terms of which types of words you should use for search copy, either description tags or PPC Adtext copy, and what you should use once this visitor is one the landing page. It is logical that most popular search keywords will be most concise. But once the user is on the site, then it comes down to which words market the product / service the best.
I guess the best tactic is to A/B test ad copy and also A/B on site copy with Google Website Optimiser.