The curse of knowledge in a marketing context refers to the problem of knowing too much – too much in that communicating with your target market creates problems.
With both copywriting and SEO keyword selection it makes sense to use terms that your target market uses rather than the “industry terms” that you and your competitors use. All industries
have their own jargon, but if your target markets don’t know or use that jargon there isn’t much point in optimising pages for those terms.
gas stove installer rather than gasfitter
cheap car hire brisbane rather than affordable car hire brisbane
make a booking rather than register an appointment
web page designer rather than digital media creator
doctor rather than medical practitioner
hairdresser rather than hair stylist
phone installer rather than telecommunications technician
The Google Keyword planning tool gives some guidance as to which keywords to optimise for, but make sure you add a layer of common sense and ask yourself : what would my prospects look for.
I am often asked if Google Adwords is worth the cost. My answer is always the same … it depends on the numbers.
What I mean is that if, over the long term, Google Adwords advertising generates more PROFIT than it costs then it is worth the spend.
A few years a go I had a builder in my office whining about how much Adwords was costing him. I asked him what his average PROFIT was on his work (he did deck additions). He said that it was about $12,000 per contract.
I couldn’t believe it, this guy was whining about paying an average of $1.15 per click (prospect), for an average $12,000 PROFIT. This guy was a good candidate for what we call in the industry “a dead possum referral”
The rule of thumb I use is a very conservative conversion ratio of 50 to one (2%). In other words if Google Adwords is costing you 20 cents per click and the average lifetime value of a new client or customer is at lease $10, then you are crazy if you don’t trial Adwords for 3 – 6 months.
In some industries Adwords is very competitive. Anything to do with travel, accommodation, the building trades, cosmetic procedures or car hire is comparatively expensive in that the cost per click is a larger proportion of the potential profit.
In other industries like aviation maintenance, you can get buy clicks for less than 80 cents each that could result in a $200,000 sale. And for those sorts of industries the conversion rate is usually far greater than 2%. In these sorts of cases I advise to forget spending too much on SEO and throw more money at Adwords.