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The Irony of Brand Terms and Negative Keywords (Being The Same)
After having a chat recently with a friend on the work that I do day-to-day and then trying to explain what it is I actually do, the strangeness of one of the aspects I deal with came to light.
Some of you may know (it’s not that hard to dig around and find this information) that I work for a little company called LOFT Interiors. To the uninitiated, you may think that we specialise in… loft interiors. This isn’t actually true, what we do is provide full furnishing solutions for the residential property industry; such as landlords and letting agents – You get the idea. There is a bit of logic behind the brand name; it consists of an acronym (luxurious, original, furnishings, today) and the word ‘interiors’, which is exactly what we do. The phrase ‘loft’ is just a little unfortunate for the job I do.
Let me explain:
Someone goes to Google and searches for “loft interiors”. Now, in what context are they searching for this? Do they know our company name and they’re simply looking for our website? Or are they actually looking for interiors for lofts? The people who are searching for the latter are not likely to find what they need on our website.
This is shown in the analytics for our website; I’ve noticed a much higher bounce rate for those organic visitors who landed on our site after searching for “loft interiors”. This leads me to believe that much of those people were actually looking for people who actually provide loft interiors. Separating the two groups of relevant and irrelevant people is of huge difficulty.
This problem stretches right across to PPC and Social Media. In adwords, ‘loft interiors’ could (theoretically) be added as a negative keyword but that’s the exact phrase I’m setting up ads for! And how do I monitor the social networks effectively to find people who are mentioning our our brand and not just talking about loft interiors. Nightmare..
Context is everything and finding your way through it is a tough job indeed!