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Optimizing for Colloquialisms… or Do I Mean Optimising? | Website Office
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Optimizing for Colloquialisms… or Do I Mean Optimising?

July 24, 2008

Do you always plan to keep your site small and retain the same target audience? Are you confident that you will never be looking outside your own sphere? Well, if you are, than read no further. If, however, you see the possibility to move beyond your current market, pay close attention to what follows; it could put you ahead of the game.

I am sure that you have multiple groups of keyword searches for which you have placed your bids in hopes of drawing your target audience to your site. This is simply an extension of that. If you want to bring international customers, perhaps local customers who are more familiar with another language, you need to recognize the importance of colloquialisms. There are obvious differences across the US alone that provide excellent examples of colloquialisms. In the Southeastern US, the word Coke is used generically for practically all carbonated beverages. In the Midwest, the terms soda, pop, and soda pop are more common. I am not sure if you are in the Coke industry, yes, I am writing in the South, but a campaign that uses all of these search terms would be more likely to reach a broad audience than one focused solely on one of them.

By no means should you focus only on this in your ad campaigns, but recognizing that there are language differences, even in English, can help you as you seek to expand your influence. Another thing to remember is that English is spoken in numerous countries, but different “dialects” are used in these places, meaning that there is even more research that you should do when seeking to get your brand out there. When you have done your research, finding keywords that relate to your product, you can bid on these.

Another benefit to marketing on colloquialisms is that there are far fewer results for these terms. This may seem like it is a bad idea because there are few things out there using these terms, but when you recognize that there are different terms that are specific to certain places, marketing to these places is easier when you use terms that are relevant to your target audience. In this respect, expanding your business is as simple as altering your marketing strategy to rank your pages higher for more “foreign” search terms. Even a simple letter change can help return better results for your international campaigns.

You don’t need to learn another language to improve your extended campaigns. A simple realization that people speak differently and acting on that realization can yield better results and help you expand your business even farther.

Written By: James Blackburn, Website Office Staff Writer

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