Comments on: Words That Work

By: Kate

Kate — Sat, 13 Dec 2008 10:13:06 +0000

David–– Plouffed?
Come on, Campaign Manager to Barack Obama? The man who will, without a doubt, be referenced in history books and is the talk of people everywhere in the business and political world just plain forgot this detail?
The enormity of what has occurred is mind blowing. David Plouffe tentatively calls his book Audacity to Win as a reference to Obama’s The Audacity of Hope. Why would Mr. Plouffe release this to the associated press last week without first having purchased the name in its internet domain form?
Isn’t this, most certainly a case of you should “practice what you preach?”
I bought the domain http://www.Audacitytowin.com this is where the debate begins! Was he Plouffed? Or did a small town girl force the “marketing guru” to change his book’s title?
Submitted by
Kate

By: Gerry McGovern

Gerry McGovern — Thu, 25 Jan 2007 21:00:47 +0000

Bill, glad you liked it. Cam, I think the politically correct word can have power, but it does need to be used in the right context. When we’re searching, we’re definitely not politically correct.
Ann, I think you’ve hit the nail on the head with your summary: don’t assume that the words people search with are always the word the want to read.

By: Bill Gammell

Bill Gammell — Thu, 25 Jan 2007 16:25:48 +0000

Gerry-
Great post. This is something that I have not thought a lot about. You have opened my eyes to differences of search versus what is on your web site. Keep the insightful posts coming!

By: Ann Handley

Ann Handley — Mon, 22 Jan 2007 21:49:35 +0000

Great analogy, Cam. And Gerry, I think the biggest takeaway from your post is here:
“The words that people search with may not always be the words they would like to read when they arrive at a Web page.”
So true. I often search on low-cost airline fares, for example, and guess what I search for (usually)? “Cheap flights.” But you are quite right – I’d consider myself budget-minded, or frugal… but never cheap.

By: Cam Beck

Cam Beck — Mon, 22 Jan 2007 16:39:45 +0000

This is a powerful illustration of the impracticality of politically correct words. I think you’re right, though. What we search for isn’t necessarily what we’d be comfortable reading. Nice analysis.
While this conundrum is a limitation for natural search, in many ways, paid search can compensate, but only if there is a sustainable business model to pay for it.