Search engine optimisation 'must not feature jargon'

15:00 17th February 2010

Digital marketing professionals must be careful to ensure they are not using jargon in their search engine optimisation campaigns, it has been stated.

Ecommerce website developer Stephan Miller told Search Engine Journal that in-house search engine optimisation campaign managers may be prone to including jargon terms in their keywords.

He said digital marketing professionals could slip into the habit of using keywords that were used in the office regularly, but would never be searched for by consumers.

Mr Miller also advised digital marketing professionals to keep a close eye on their stats in case surprising results came up.

He said: "Be on the lookout for those wild card phrases. The sets of keywords that come out of nowhere and convert. These could be your customers speaking from the other side of the screen."

Occasionally, misspellings of words can have greater results than the intended keyword, so it is worth going through the stats carefully to see if any of these examples come up, Mr Miller added.

Jason Tabeling, director of search and media at interactive agency Rosetta, recently told Search Engine Watch that digital marketing professionals needed to regularly check the correlation between their pay-per-click (PPC) keywords and their search results to ensure their strategy was effective.

He advised using an analytics package to look at the relationship between keywords and their conversion rates.