One of the most difficult concepts some of my clients struggle with is the importance of an SEO friendly URL. They want a URL that matches their company name, not realizing that a company already has to be well known for a business name URL to draw traffic.
Then there are the clients who recognize the value of an SEO friendly URL. They are very concerned about finding the perfect keyword rich URL. Yet, in the process, they seek to sneak in words that “quantify” or “qualify” the value of business. These worthless expressions don’t impress anyone. They are best left out of URLs and website content as well.
These 10 words you don’t want to include in your website shouldn’t appear anywhere—including your url.
No One Searches for These Keywords.
Before we look at the specific words, let’s consider whether they are going to be used in organic searches. How many people are going to type in “innovative…?” Not enough to make it worth including in your URL. And not often enough to make it worth wasting your time using it to “sell” your book. The same can be said of every one of the 10 words listed below.
1. Innovative
What does innovative mean? Why not write content promoting your work that demonstrates innovation? Sure it takes more effort to do so. You have to do some research. You must use the same strategies you practiced in writing your book to prove your work fits this definition.
2. Provider
Don’t waste your time telling potential readers you are a ‘service provider’ or your book ‘provides a service.’ Just go straight to using keywords that describe that service.
3. Proven
This is one of those words that rank up there with innovative. Give the proof through testimonials, results achieved, a brief CV or list of speaking engagements.
4. Unique
What makes your book unique? Can you show how it’s different from the competition? Then do it and don’t take the lazy way out by just saying your book ‘takes a unique approach…’
5. World-class
I remember editing a brochure where I failed to remove this term. It’s tempting for authors who’ve worked with international clients to use such “grand” terms to express confidence in the ability to compete on the world stage. It’s a term that might impress the little guy, but it won’t get you ahead with those who truly are global citizens. It’s more effective to include a list of countries you’ve worked in.
6. Collaborative
If your working relationship isn’t collaborative for most industries, you aren’t going to be very successful. Probably the one major exception is technology. In that case, the only collaborative part may be figuring out what the customer needs to have done. Then the expert goes to work fixing the problem. At the same time, who’s going to be searching for “collaborative computer repair”?
I’m sure I’ve slipped up on this one!
7. Outstanding
Don’t claim it. Show it. Testimonials are so much more successful at showing you are outstanding at what you do.
8. Dynamic
This is a term that is commonly used by businesses that offer training. Show how dynamic your book and/or presentations are through short video clips.
9. Cutting-edge
In today’s world, cutting-edge gets dull as fast as a razor. Even if you are leading the way, in most things, your bragging about it isn’t going to convert visitors to your site into customers. If you want to show you are ahead of everyone else, do it through your blog or excerpts from your book.
10. Results-oriented
You aren’t going to stay in demand long if you aren’t results-oriented. It’s expected. Once again, use your website to demonstrate the kinds of results you deliver.
Summary
Not one of these 10 words are going to enhance search engine results, so for that reason alone they aren’t worthy of cluttering up your website. In addition, these 10 words don’t effectively connect you to the person you want to buy your book either. Stop using these words that get in the way of showing your book’s real worth. It’s time to transform the conversation.
