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How to make keywords with negative meanings work for you, not against you

A lot of what we discuss on this online copywriting blog falls under “SEO 101.” I offer many tips for new business owners designing their websites or details about SEO Copywriting that are simple but easily overlooked.

For a change today, let’s talk about a more intermediate or even advanced SEO tactic. How do you make keywords work for you, not against you, when the words you need to target often have negative connotations?

I recently stumbled upon the teachings of SEO Copy expert, Karon Thackston, who used the word “cheap” as a great example of the dilemma.

For instance, you want your users to understand that your product or service is cheap, as in affordable.  At the same time, how do you use the word in your web copy without making yourself sound “cheap”? So the first instinct is to avoid the word altogether and use more respected terms like “affordable” or “inexpensive” as your primary keywords. But the problem doesn’t end there. Ironically, even though users may not want a company that sells itself as “cheap,” they’re more likely to use the word “cheap” than “affordable” when keying in search terms.

The solution is to turn the negative term on itself, thus reversing its meaning. Instead of selling your barbecue as cheap, sell it as “Affordable without being cheap.” You keep the keyword without associating your business with its meaning.

A second example of negative keywords hamstringing web copy is legality issues. The dilemma particularly applies to medical products. For example, it’s illegal to claim that a product is a “cure,” or “remedy.” Unfortunately, someone with a nasty cough will commonly search “cough remedy.”

Again, the way to beat the problem is to reverse the meaning. Instead of claiming that your product is a cure, claim that the competition’s isn’t. “Tired of that cure for the common cold not working for you? Try our product.” You don’t lose the important keyword but you don’t break the law, either.

Just as it helps our kids to eat their vegetables, a little reverse psychology can go a long way toward conquering those tricky, and less than flattering keywords.

The ranking of your business, service or product in Google’s search results is critical to your online success. Toronto-based content and website copywriting expert Ray Litvak understands the art and science of Search Engine Optimization (SEO) and using the right words in the right way to increase your rankings. Discover how greater exposure on Google can drive more traffic, increase leads and grow your business. Many of Ray’s clients consistently rank on Google’s first page of results and have grown their business in return. You can do it too – and it doesn’t have to be expensive. Call Ray locally at 416-226-8676 for a free assessment of your specific needs today. You’ll be glad you did!

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