October 2008 Newsletter 

We all work in industries laden with acronyms and jargon that describe our processes, materials and products.  But the question to ask yourself is, "Do I use this language when speaking to my customers and prospects?" Oftentimes the answer is "yes" but it shouldn't be.

When we work with clients on content for their Web sites, we often find they use very technical language.  They're so close to their work that they assume everyone understands the benefits of a particular product or service.

But when your prospects are looking for a solution, they use a whole different set of words to describe their problem.

In the Web site world, we call these "key phrases"--words that people type into a search engine when seeking information.  But when the key phrases on your Web site don't match your prospects' key phrases, your're missing sales opportunities.  And key phrases can also affect your search engine ranking.

So how do your find key phrases?  There are a variety of tools available (some paid, some not):

• Microsoft Keyword Tool
• Google Keyword Tool 
• http://www.keyworddiscovery.com
• http://www.wordtracker.com