Prospects Don't Always Use Your Words
I got an email last week from a company selling their PEO services.
Their entire email talked about "PEO." Not once did they define it or explain what PEO is. They made the presumption that all email recipients knew what it is.
In their context, it stands for "professional employer organization." Yet even if they spelled out the acronym, the first time you hear the term you don't really know what it means or what PEO firms do.
PEOs provide HR, compliance, payroll, insurance, retirement - lots of the admin involved in having employees. Many business owners could use their services, but they don't understand what PEOs do or how they work. They don't know the acronym "PEO" well enough to instantly equate it to the issues they deal with, such as:
Marketing and SEO Implications
While there are almost 50,000 searches per month on the term "peo", it is a very competitive keyword with a 69 out of 100 difficulty score. This means it that most of the top 20 rankings are fairly stable and it would take a massive SEO effort to unseat them.
On the other hand, the keywords that describe the individual services that a PEO offers have much lower keyword difficulty scores, which translates to higher ranking potential. Yes, they have a lower search volume individually but when you add up the hundreds of terms that describe what a PEO can do for a small business, the collective volume is very solid - and a lot easier to rank on.
The result: if you focus on words your buyers use, you will reach more buyers.
Think Like Your Buyers
Many companies talk about their products in services in broad terms - and in this case acronyms. This is usually brought on by marketing teams trying to come up with a concise one-liner that encompasses everything the company does.
That approach doesn't translate to SEO.
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If you miss creating content with the words that your buyers normally use, you're creating a marketing gap that your SEO-savvy competitors will fill.
Pinpoint Their Terminology for You
Talk to your customers this month and ask them one simple question:
You'll quickly have a list of very relevant keywords to write content around.
Don't stop with SEO. Use these terms in your email newsletters, presentations, and other marketing messages.
When you use the words that your buyers use, you are more relatable.
And you'll attract more business.
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6 个月Ah, this is another classical example where assumptions spoil sales. Instead of writing big chunks of paragraphs, they could have at least put in the efforts to explain what it means before selling.
Working with small business to understand how their website works and works with their business
6 个月I looked up 3 lists of commonly used acronyms and abbreviations. One was for a university, and two were for government agencies. PEO wasn't on any of the 3. If you look up the meaning of PEO, there are other meanings: Philanthropic Educational Organization Program Executive Office
Dynamic Business Development Educator and Leadership Facilitator
6 个月Professional Employer Organization(al) services.