Maybe you haven’t noticed, but your customers are getting a lot more specific.

They are trying to find you on the internet using very specific phrases, rather than the general one-size-fits-all terms your site may be optimized around.

For example, we’re fortunate to have as one of our clients, Innovative Home Theaters, one of the oldest and most decorated home theater design and installation companies in Central Florida. In just the first two weeks of February, people used 93 different search phrases to find their site. 93!

Sure there were some generalists like the people who used “custom home theater” to find them, but some were more product-specific searching “surround sound speakers” and some even more specific searching “rdx dx-10 home intertainment .“ (Internet users are not always great spellers.) You can also see that some people reflect different expectations with their search terms such as the person who searched “build a nice home theater” and the other visitor who searched “cheap home theater seating.”

Innovative Home Theaters does both design and installation of home theater systems and because their site is properly optimized, they were found by both people searching “home theater installers” and “home theater design companies.”

If you haven’t sat back and really thought about what terms people use to search for your product or service, it’s time you did. You are probably going to be surprised at what turns up when you ask people what they might search to find your company, look at your analytics program or use the professional services of a web design company or search engine optimization company to research it for you.