Does Your Website Speak Your Customer’s Language?

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When you or internet marketing Toronto redesigns your website, you probably don’t think much about the language you use.  Of course, there is the professional language that all businesses use, but what about that next layer of language, beyond words like “sale” and “free?”  
That second layer of language is where things can get complicated.  A shoes business might tell the Toronto internet marketing they hire that they want their website optimized for the phrase “tennis shoes” because that business owner refers to all shoes as “tennis shoes.”  However, upon further research, you might find that most people who reach the website through search engines search for the term “sneakers” or “athletic shoes.”  
The same could be said for a place, as well.  Maybe you live in a town with a familiar nickname.  Outsiders and even many insiders may not be aware of that nickname.  Optimizing the site for the nickname may seem like a good idea, but it may end up being pointless.  
Maybe you sell grills and you are hiring a internet marketing Toronto to help you with your new website.  While you might use the term “cookout” for an outdoor gathering of friends or family around the grill, someone else might call it a “barbecue.”   
This can also relate to what type of person your audience will generally contain.  If you are a parenting website, your core audience is probably going to be, well, parents.  Parents use their own set of terms that may not be in the dictionary, but they mean something when dealing with children.  “Play date” and “timeout” are two good examples.  
The list of potential communication gaps due to language is endless.
Disagreeing on what terms to use can be frustrating for you, the business owner, Toronto internet marketing, and ultimately, the person reading your website.   A person is more likely to trust a website that speaks his or her language.  
This is one reason why many SEO experts prefer Bing compared to other search engines.  Bing provides you with a little more information about the result before you click on a link.  This helps you figure out if the website is what you want or if it’s something totally different that came up as a result of a language issue.  
Many studies have been done on this issue, and there are many great ideas being tossed around.  Some believe keyword searches should break down into categories.  Some have decided a thesaurus-like search is the way to go.  Google even attempts to eliminate some confusion when it corrects your misspelled word.  Who hasn’t searched for something, only to get a result with the words “Did you mean…?” at the top?
Unfortunately, no matter how many studies are done, there are some searches that will always remain complicated.  If you search the word “pitcher,” Google will never know if you want a drink or baseball stats. 

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