Unless you’re a writer, the words you use in your business might not strike you as a big priority. As long as your message is clear and the spelling is correct, mission accomplished… right? But there’s actually a lot more to it. The right–or wrong–words can affect your SEO, visibility, and even your sales. Once you know what to look for, you can make sure your words are working for you!
Please note: This is a contributed post, but all opinions are my own. View full disclosure policy.
Spam words and emails
You’ve got a solid strategy to get people to subscribe to your newsletter. Awesome! But when you check your analytics, it looks like no one’s been opening them. No one has unsubscribed, so your messages must be getting intercepted by your subscribers’ spam filters.
When you ask yourself, “Why are my emails going to spam?” the words in your subject line are the first thing you should check. Email servers automatically search for certain terms when deciding which emails to kick over to spam. Some of these words might be on your keyword list.
Sure, you could politely ask your subscribers to whitelist your email address to ensure they see all your messages. But the more steps you ask a user to take, the less likely they are to make it all the way through your process and make a purchase or subscribe. The best thing you can do is brush up on current email marketing trends and stay aware of what words will get you flagged–and stop using them.
Visibility, brand awareness, and SEO
An SEO plan is important to boost the online awareness of your business. And when it comes to SEO, the right words to look at are your keywords, which you should be using in different places:
- Meta tags and description: Your business website will require meta tags and meta descriptions to enhance online reach. Well-worded meta descriptions help your business rank higher on search engines. Keep the meta description below 160 characters so none of it gets cut off on the search results page and incorporate keywords people are likely searching to reach your content.
- Content keywords: Incorporating relevant keywords (the terms people type into search engines) in your content is the most basic move to increase your reach. Using unique keywords that reflect your business ensures you show up when customers search for those goods or services. Likewise, using common keywords might bury you in the sea of others. It’s always wise to spend time researching keyword rankings ahead of time, so you can understand which metrics to hit and avoid over-stuffing keywords in your content.
- Titles: Effective keywords in titles are another way to maximize your reach. If you use keywords throughout your main headings and subheadings, it will boost your SEO and your brand awareness.
Note: There is such thing as too much when it comes to using SEO keywords. Overfilling your pages with headings and paragraphs with the same keyword(s) will cause search engine bots to consider your site spam, and you will be penalized in your search engine ranking.
Words for brand tone and voice
Whether or not you realize it, the words you use actually define your brand. It starts with the name of your business. From there, your word choice determines your brand’s tone and voice.
When naming your business, don’t rush your market research. Making your brand’s name stand out from others who offer similar goods or services will keep your customers from getting confused.
In your social media posts, the language you use should invite users to engage with your content. Passive, bland words won’t cut it. Exciting and engaging words inspire interaction.
The right words for the right audience
This one might not be as obvious, but you should check your text’s Flesch-Kincaid Reading Level while checking your tone. You want to make sure you’re not using a vocabulary that could alienate your potential customers.
For instance, if your target audience is a young demographic, you will want to use friendly and welcoming language. Shorter, easily recognized terms ensure they understand your business’s message and engage with you. If you use complex grammar and wording, you will quickly lose their interest.