{"id":103120,"date":"2018-06-01T00:10:00","date_gmt":"2018-06-01T05:10:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/you-are-what-they-search-2\/"},"modified":"2024-12-19T16:41:24","modified_gmt":"2024-12-19T21:41:24","slug":"you-are-what-they-search-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/you-are-what-they-search-2\/","title":{"rendered":"You Are What They Search"},"content":{"rendered":"<p>Over the past year, there seems to be a trend amongst <a href=\"\/en-gb\/services\/\">digital marketing<\/a> professionals to uniquely reposition their products and services\u2014or at least control the language around important brands\u2014in order to differentiate them from competitors. The rationale: to make them stand out as unique in the minds of potential customers or clients.<\/p>\n<p>We have seen software companies rebranding themselves as technology service organizations, fitness clubs rebranding as holistic lifestyle guides, and product manufacturers removing common terms such as \u201csuitcase\u201d or \u201csofa\u201d from all their marketing materials\u2014including digital content\u2014in order to control how potential customers view the product or service.<\/p>\n<p>While it\u2019s a novel strategy, these efforts can have extremely negative impacts on organic traffic. This \u201cunique\u201d positioning can mean organic traffic\u2014especially unbranded traffic\u2014is yours to lose. If your website no longer best reflects the answer to the user\u2019s question, using the same language they\u2019re using, it\u2019s more likely they\u2019ll land on a competitor\u2019s page.<\/p>\n<p>A great place to get an idea of how adjusting positioning can affect your traffic is <a href=\"https:\/\/trends.google.com\/trends\/?geo=US\" target=\"_blank\" rel=\"noopener\">Google Trends<\/a>. Take, for example, the furniture producer who no longer wants to use the word \u201ccouch\u201d in their marketing materials, due to the sedentary lifestyle it can sometimes evoke\u2014couch potato, for instance. A quick search of synonymous terms such as sofa, chesterfield, etc. quickly shows that the term couch has more relative traffic than all the other terms combined. And in a competitive market, the likelihood of being ranked well for keywords not prominently used in on your web content is extremely rare.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16684 size-full\" src=\"\/wpe-content\/uploads\/2018\/05\/steve1.png\" alt=\"\" width=\"788\" height=\"238\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f2f0895bff0'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f2f0895bff0');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16685 size-full\" src=\"\/wpe-content\/uploads\/2018\/05\/steve2.png\" alt=\"\" width=\"749\" height=\"67\" \/><\/p>\n<p>Of course, part of the difficulty here is the speed at which rankings change. Often, marketers will make significant changes to their website, immediately check that they haven\u2019t lost traffic on that keyword set, and then leave it alone. Yet, all things being equal, it may take months for Google\u2019s algorithms to fully index and rebalance ranking to reflect the site changes.<\/p>\n<p>At <a href=\"\/en-gb\/\">DAC<\/a>, we have developed a new report called the Opportunity Lost report, which helps inform clients exactly how these decisions will affect them.<\/p>\n<p>We help clients come up with ways to continue to rank for these important keywords on the algorithm side, while downplaying their importance to the actual customer or content reader.<\/p>\n<p>Remember: when you remove organic keywords, even as a rebranding exercise, you are not telling potential customers how they should think of your product. You are telling search engines like Google that you do not want to do business with any customers who would dare call your product by that keyword. In fact, you wish to remain invisible to them.<\/p>\n<p>You can be pretty sure, however, that your competitors will welcome them.<\/p>\n<p><em>Steve Harris is the Director of SEO at DAC. To learn more about how your business can master <a href=\"\/en-gb\/services\/search-engine-optimisation\/\">organic search optimization<\/a>, <a href=\"\/en-gb\/contact\/edinburgh\/\">contact DAC<\/a>!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the past year, there seems to be a trend amongst digital marketing professionals to uniquely reposition their products and services\u2014or at least control the language around important brands\u2014in order to differentiate them from competitors. The rationale: to make them stand out as unique in the minds of potential customers or clients. We have seen [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102860,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.7,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-103120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>You Are What They Search | DAC<\/title>\n<meta name=\"description\" content=\"If your website no longer best reflects the answer to the user\u2019s question, using the same language they\u2019re using, it\u2019s more likely they\u2019ll land on a competitor\u2019s page. 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