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Sometimes when people think about their products internally and how they are described, there is a disconnect from what their customers might call them. An example would be a company who says they sell "spacial access systems" when in fact their customers just know them as "doors". Okay, that's an extreme example, but the point is, what you as a business may call your product and what those seeking it call them often can differ greatly. Unless your target audience are versed in these terminologies, companies need to take a hard look at those habits, identify the vague industry insider nomenclatures and abandon them forever. This gets your habits moving in the right direction, calling your products what people might be searching for in everything you do online, links, copy, menus, etc... and your keyword relevancy and search rankings will thank you.

There are also some really really bad habits companies have of naming products and services that are not industry specific, that are so universal that they truly mean nothing. Some good examples are the phrases "turnkey solution" or "modular systems". These mean nothing, not a single thing. Sure, they identify a vague concept, a general way of thinking or approach, but are you selling vague notions? The answer 99.9% of the time is going to have to be absolutely not. So using these phrases in describing your products, how do you ever expect to be found among not only your competitors in your industry, but among every player in every other industry in every market on the planet? That's pretty ambitious and not exactly worth the effort it would have to take. Seriously, this is like trying to rank for "widgets". Why do it? Abandon these all encompassing terms, don't be lazy in naming what you do, get specific, use the research you have, ask your customers to describe your products. This is one of those many cases where board members don't know best. If you ever find yourself describing your offerings in one of those meaningless vague phrases, stop immediately. Those bad habits will spill over into your online marketing and you will fail to connect to your customers.

"But this is what my customers call them," you might say, and that may be true enough. But if they hit the search engines and try their vague phrase and get the random unrelated junk that is inevitably going to be spit back out at them, you can bet your last dollar that they are going to qualify that search term and get a better result. THAT is where you want to be found. So, by putting your SEO efforts on terms like this, you not only give yourself a better chance for success, you also end up with a better more qualified pool of traffic. That means better conversion rates, and THAT is what you are doing this all for. Remember, it's not broad rankings and traffic that counts, but conversions!