Recently, I had the experience of showing up for Shady’s vet appointment on the wrong day. When the receptionist said Saturday at 10:30, I immediately thought the Saturday that was 2 days away. Unfortunately, she meant the Saturday that was a week and 2 days away. What was missing from this exchange was the context of a date. I now know to confirm appointments with: “I will be there on Saturday, January 26,” so that both parties are on the same page, in the same place and at the same time.
When working with clients to optimize their sites for search engines, context is always the starting point. What are the term phrases that best describe their product or service? What term phrases do potential customers use to look for this product or service? I then run these phrases through useful tools like Google Trends to find the context that potential customers associate with them. For our monthly theme of beauty, searches go on to search for beauty supplies (more specifically Sally Beauty Supply online), beauty school and beauty salons.
Keyword optimization is no longer an effective tool for SEO. However, keyword research is a critical foundation for optimizing an existing site or a redesign. Knowing how your customers perceive and search for your products and services will provide insight for developing focused, relevant, contextual content that will makes its way to the top of the search results.
For more information about Marianne Sweeny, please see her press kit www.prforpeople.com/msweeny
Beauty
is in the Context of the Beholder
by Marianne Sweeny
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