Search Engine Optimization: Beyond Search Keywords

The words people type into a search box are not always the words they like to read when they click on the search result. Here’s why.

In March 2006, 3,252 people searched for “New York hotel deals” according to Yahoo! Search Marketing. In the same period, only 46 people searched for “New York hotel special offers”. Yet, I have found through ongoing research that “special offers” is a more attractive phrase to many than “deals”.

In March 2006, 10,257 people searched for “New York cheap hotel”. How many of these people were in fact looking for a plush hotel at a big discount? I often search for cheap hotels, but that doesn’t mean that when I click on a search result, I’m thrilled when I see a heading such as: “Welcome to our dirt cheap hotel.”

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