SEO Copywriting has its challenges, especially when a similar industry or service is referred to by different terms.

Case in point:  we recently re-wrote the website content for a client offering Bad Credit Car Loans in Toronto.  A key term that the client wanted to rank for was ‘Car Loans in Toronto’, which seems straightforward.  But like most things SEO related, is not the case.

For example, keyword research revealed that those searching for this service also used alternate search phrases, including:
 Car Loan in Toronto (singular version of Car Loans)
 Car Loan Toronto (removing the word ‘in’)
 Auto Loan Toronto (Auto = synonym for Car)
 Vehicle Financing Toronto (Vehicle Financing = synonym for Auto Loan)

Alternate search phrases, although similar in context, produce different search results.  In a nutshell, by not using the above phrases, the client may miss out on qualified consumers when they’re ready to buy.

Finding alternate search phrases means digging below the surface; using synonyms, singular and plural versions of your keywords and wisely working them into your metadata, website content and link text.

Luckily, online tools exist that can help you find alternate search phrases resulting in a wider marketing funnel, more qualified traffic and better search engine rankings for your site.

Two popular fee-based tools are Wordtracker and Keyworddiscovery.  If you like free (who doesn’t), try Google’s Keyword Suggestion Tool and/or Wordstream’s free keyword tool.

Happy Writing,

Ray Litvak
www.writingwebwords.com
Website Content Writer - Toronto

The answer to the question should be based on ‘user intent’.  More to the point, the purpose of your website and who you are trying to attract.

For example, if your website is about promoting music, and/or if you are The Apple iTunes store, it’s a safe bet that people are going to your site to listen to and download music.  If you are a plastic surgeon and your site is about attracting new patients, music may not be welcome or appropriate.

In many cases, music on websites results in high use of the ‘back button’.

Still thinking about music for your non-music based website?  Consider the following scenarios:

1. Office Surfing: in other words, surfing while working.  With ‘Born To Be Wild’ blaring in the background of the latest site you visit, the boss may catch on that you’re not really working; unless you work for Harley Davidson.  

2. Shock and Awe: it’s a fact; innocent web surfers love nothing better than to unsuspectingly stumble upon these ’sound mines’, especially with their computer volume turned on.

3. The Law: besides annoying innocents, as a website owner, your selection of website music may put you at risk of ‘Copyright Infringement’.

4. The Cheese Factor: as a website owner, you may be trying to set a mood with your music, similar to that found in elevators, shopping malls, department stores and finer public toilets.

Speaking of cheese and an annoying use of website music, give a listen to http://www.milagrorestaurant.com/.  Tylenol not included.

Ray Litvak

www.writingwebwords.com

WebSite Content Writer & Developer - Toronto