October 9, 2009 by Matt Thomas
Yesterday we talked about some common misnomers and misunderstandings when it comes to the internet, today I want to talk about what this means in a practical sense and what you need to do to cater to them.
One thing that’s important to remember is the impact on PPC and SEO. It pays to be aware that survey after survey indicates that people have a very limited understanding of PPC and search engine rankings. Something that comes up again and again is that a significant number of people don’t seem to know the difference between sponsored listings and natural search results, they simply assume that everything in on the left hand side is a search result.
This is an important notion to factor in when reducing your maximum cost per click – if you drop below third position the difference in clicks is likely to be hugely pronounced, you will not only experience the natural drop in clicks that comes from a lower position, you will also be missing out on the searchers who would have clicked thinking that your ad was a natural result.
Another thing to bear in mind is people’s technical know-how, this is particularly relevant to the copy on your site. I’m not saying oversimplify or be patronising, but never assume that anybody knows about a technical process or term and don’t use abbreviations without putting the full phrase in brackets, at least the first time you use it. That way you won’t be losing people by using what they view as jargon.
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