What are your customers really searching for?

When promoting something on the Internet, are you doing it in the way your customers expect it (good) or the way that only suits you (not so good)? I've talked about this before, but it bears repeating because it's a common mistake people make.

Here's a simple and dramatic example: If you teach people how to speak in public, you're more likely to call it "presentation skills" than "public speaking", right? Yet if you compare the two phrases, "public speaking" gets way more searches:



So even if you think "public speaking" sounds too amateurish, swallow your pride and use it - at least in your initial contact with customers. This doesn't apply only to Google searching; it's also the phrase to use on your YouTube videos, your blog posts, your podcast episodes, your Slideshare presentations, and so on.

More importantly, do the research first.