Marketing Sherpa recently posted to their blog “Before You Write Copy Or Blog, Make A Keyword List”. It makes an interesting point concerning the importance of keywords.

While keywords are most often thought of in connection with search engine optimization (SEO), Sherpa notes “Keywords are the highly specific words that your target audience would use to describe anything that has to do with your offerings, as well as the personal reasons why they’d buy” and “nothing is more compelling than speaking in a prospect’s language – describing their own desire or pain to them in exactly the words they would use.”

Hmmm … speak to customers in their own language, using their exact words?

Do your users search for “garbage can” or “trash bin”? Do they search for “Kousmichoff” or “Kusmi”? “Car” or “auto”? “Balsamic vinegar” or “aceto balsamico”? The list of questions goes on and on.

So where might you find the answers? Use the CyberSiteSearch search reporting to ferret out those keywords. It provides easily sortable reports of keywords based on frequency of use, click volume, sales volume, etc.

With those answers you’ll be better equipped to speak to your customers using the words they themselves use.