This past week in IMC619 we studied search engine optimization. Our task was to choose a Fortune 500 company and then choose three words to describe them. After choosing the words, we were to do searches on a desktop or laptop and our phones to see what we found. Results varied throughout the class.
I looked at Kroger as my search target. I chose three words, two of which I felt would definitely come up in searches. Those two were pharmacy and grocer. On the first page of my desktop search, Kroger was located tenth from the top for pharmacy. It appeared after CVS, Walgreens, Rite Aid, Walmart and Caremark to name a few. My phone search did not show Kroger as being listed even when I clicked on the option of pharmacies in the Morgantown area.
The word “grocer” did not yield any results on either search. Some commentators even questioned why I would use that word because it’s not a “typical” word people use although it is a word that is associated with grocery stores, especially ones that sell produce. The term “green grocer” was used quite a bit when I was a kid and I have always called employees of local grocery stores grocers. Maybe it is relevant to my geographic area.
So what’s my point? How far should a company delve into search engine optimization? Should they be connected with any and all terms that relate to what they do? Should they only pay attention to words used today or should they figure out what words the various target markets they want to touch would use? Do these so called “obscure” words matter to a big company that may already be known?
I’m not sure there is a clear answer for these questions. The jury seems to be out as to whether keywords are as important as the placement of them. One thing I’m sure of is that companies need to continue to find the best way to connect with consumers via social media. If it’s through search engine optimization then it would seem to me that they should try to connect with words that most relate to what they do. Do you think it matters?