Bunu çok fazla müşteri ile gördüm, Ex: kullanılmış bir otomobil satıcısı ve “kullanılmış” yerine “önceden sahip” kelimesini kullanmak istiyorlar ve markalaşma nedenlerinden dolayı üzerinde tomurcuklanmayacaklar. Bu yüzden daha düşük sıralarda yer alıyorlar ve bu konuda fazla bir şey yapamayız. Onlara arama hacmi farkını bile gösteriyoruz ve hala umursamıyorlar.
Bir ECOMM müşterisi sattıklarında “kahve çekirdekleri” kelimesini kullanmayı reddetmişti… tahmin ettiniz… kahve çekirdekleri! Buna sadece “kahve” diyebilirdi.
Neredeyse Google’da kötü gidiyorlar, bize geliyorlar, onlara neyin olması gerektiğini söylüyoruz, kapatıyorlar ve ilerleme kaydedilmiyor. Yeni bir ajans için durulayın ve tekrarlayın.
Her neyse, rant bitti.
This reminds of wedding video folks like a decade ago that didn’t want to be called videographers and preferred ‘cinematographer’ or ‘filmmaker’. And like that’s all fine and whatever, except that’s not what couples type into search bars.
The used, preowned, affordable, cheap, etc., language conversation is quite common in this industry for obvious reasons.
The audience sentiments around these words vary.
Of course, showing the data around the keyword use and trying to relate it to the audience could also help get closer to an agreement on use. There is also the opportunity to use some of these words interchangeably to capture all variants, and potentially using Schema alternateName structured data to help with also known as associations.
Now, there are situations where coffee and coffee beans have different intentions. Are people actually looking for whole coffee beans or just coffee? So there is more to it than just arguing with your client.
At the end of the day, as long as the client is aware that they have rejected your recommendations based on data, they have to accept the results (although they never will).
See if you can mitigtate by
1. Have separate pages for user navigation and SEO landing pages
2. Put pre-owned in the H1s and Used in the titles
3. Put large Pre-Owned text in the images
Haha ya, some people can’t get out of their own way
That’s the same as clients who go for the vanity searches. Realtors are the worst I’ve met like this “I wanna rank #1 for realtor” in the area. So I explain that realtor is a vanity search and no one is actually searching for such a broad term. Not to mention you would be competing with the other thousand realtors in the area.
Client education can sometimes be the biggest hurdle – explaining that just because you don’t like a phrase doesn’t mean we should exclude it. Especially when you have the data to prove your point.
I don’t take on those clients. I’m the expert, not them and what’s going to happen is they’ll come back and say I’m not doing my job.