What's in a name? that which we call a rose By any other name would smell as sweet

But you wouldn’t find it on Google. In the world of search, what you call your product does matter (unlike Shakespeare’s Juliet, who didn’t mind what her lover was called).

The danger of being different
We were working with a client recently who weren’t happy with their visibility on the search engines. Or rather the visibility of one of their products. Like many companies, they had worked hard to create a differentiated product and were keen to emphasise their difference with a unique product name.

Call a spade a spade
Let’s say for example they were making spades. They decided to call their new spade a “Forkblade”. So far so good. But now let’s say they wanted people to find their new product on the Internet. But on their website, while there were plenty of references to “Forkblade”, there was nothing to indicate that - however different their product was from the norm it was still – well a spade.

“You’ll find that with the spades. . .”
And even more importantly, all those people who have yet to hear about Forkblade are never going to search for a Forkblade. As far as they are concerned they are looking for a spade.

So whatever you call your product, or however creatively you choose to talk about it. If you want your targets to find it, use the words that they would use to describe it to look for one – or even look for an alternative. And make sure that this key phrase appears the right number of times on the page, and is also included in the meta data.

spade.jpg

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