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Choose Your Words Carefully: Who Are You Writing For?

Dec, 16, 2007 When it comes to writing your website copy, there are a lot of people who want to put their 2 cents in.  Marketing, SEO, the legal department, the big boss... everyone has a different opinion.

As an SEO copywriter, I know words are not only crucial from an advertising/persuasion/psychology standpoint, but also from the "get traffic from search engines" keyword perspective.

For example, what if you're advertising your oceanfront resort, but you find out you can get a lot more traffic from keyword phrases that have the word hotel in them?  (The following discussion is not based on keyword research for hotel vs resort but simply to illustrate the SEO decision-making process.) 

The question isn't just which keywords are most popular- but also which ones are not so glutted with competition that you can actually rank well enough in the search engines to get traffic from them.  It might be that resort is overused by the competition- that wouldn't be a surprise, because it's more appealing- it suggests amenities, fun, relaxation, whereas hotel just brings to mind a room, a bed, and a TV. 

Resort has more value, so it might sell better.  But if you can't get enough people to your website with resort keywords, hotel might actually bring you more revenue.  Here's where the conflict happens- marketing wants resort, corporate identity is resort.  But we also want website traffic and business, and SEO is suggesting hotel.  Is there any compromise, any way we can use hotel keywords somewhere?

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