Why Keywords Matter

People describe things in different ways. The words you use in your business may be very different from the
words your customers use. For example, Gerry McGovern explains, “low fares” is an airline industry term (121
searches predicted at time of writing); “cheap flights” is a term potential customers will use (8,057 searches
predicted per day). Use industry terms instead of customer terms and you will not be found. These three cartoons
show what happens:


The message is clear. If you’re not getting enough search engine traffic to your site, you’re not using the words your customers use.