How do you get found for terms you don’t use?

Are any of the technologies you’re involved with described by two completely different terms? It’s a common occurrence, which provides a bit of a dilemma when it comes to search engine optimisation. Supposing your company has settled on describing an offering as a “blue widget shaker”, but many competitors (and more importantly, prospects) refer to the same piece of kit as a “blue widget agitator”. On the up side, that means you’ve only got half as much competition in the Google results. On the down side, all those potential customers who look for “blue widget agitators” aren’t going to find you. So what are we going to do about it?

One option is to make reference to both terms on your website. However, this dilutes the impact on the search engines and may confuse customers. Most companies – understandably – don’t like to mix things up in this way. It’s quite possible that you might not even be allowed to refer to “blue widget agitators” on your website, if that’s not what your company calls them.

An alternative, although a more ambitious method, is to build a dedicated, one-topic website around “blue widget agitators”, the term your company doesn’t use. I’ll discuss how to do this tomorrow.

The easiest method, however, is to run a Google Adwords campaign using the “other term”. Instead of agonising over how on earth you can build your presence for “blue widget agitators” – a term you never use – and waiting to see what happens, just cut through any difficulties and ensure you’re included on every Google search for that term right now. When we set up Google AdWords campaigns for companies like yours, it’s amazing how many clients’ first priority is to see if their ads subsequently appear for searches on what they call their products. In fact, they ought to be looking to see if their ads appear for names they don’t refer to them by.

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