Now Boarding:Natural Search Cluetrain

I just finished readying “the Cluetrain manifesto” which is a must read for people in the business of building online brands. It really hits the nail on the head about the importance of avoiding business-speak in your marketing communications and how important it is to use a human voice and treat your customers like individuals rather than like a target market demographic.

This relates to your SEO efforts as well. When people are searching for goods and services they aren’t likely to use the term your marketing department came up with but rather a term you would use in a conversation. For example no one types in “aglets” into a seach engine but rather describes them as “things on the end of a shoe lace”. If your in the aglet business your probably not getting branded or category search results because no one knows that what they want is called an aglet. By using the voice and terms your customers use you can bring in unbranded search traffic or Natural search traffic. The low cost alternative to PPC advertising. Lower cost means higher profits and no monthly bills that help to inflate Google’s stock price.