What’s In A Word? The Critical Role Of Keyword Selection For Business Growth

What's In a Word? The Critical Role of SEO for Business Growth

What’s In A Word? The Critical Role Of Keyword Selection For Business Growth

Marthe types the word “Melkeallergi” into Google.no, searching for information about a health condition she’s worried about. In her discussion group for Norwegian school moms, one parent suffered from stomach cramps just like she did, and mentioned the diagnosis of “milk allergy “. “Could this be what I have, too?” Marthe wondered, and decided to find out. So she ran a search on Google. But like hundreds of potential customers of TINE , a Norway-based company that sells milk, Marthe was influencing the outcome by choosing a specific keyword. The search results point at websites that explain milk allergy, listing the symptoms and treatment options – among them, becoming 100% milk-free. Where’s the problem? TINE is adversely affected by this search because there is a related condition called “lactose intolerance “, and many people like Marthe don’t know that there is a diffe...

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