“Cheap” Vs. “Affordable”—Using SEO to Think Like Your Customers
Posted by: Zak Stawski
on Aug 11, 2010 
The difference between the words “cheap” and “affordable” is much like the perceptual difference between the prices ninety-nine cents and a dollar: it’s a shift that can mean the world to the people marketing a product, while remaining a minor distinction to the people searching for that product. This, in essence is why SEO is so important—because marketers and consumers often consult different frames of reference in searching for the same thing.
One brand that understands how small changes in wording can make big differences in sales is Priceline. The differences here, however, aren’t just in what consumers perceive—they’re also in what computers perceive. Knowing that some people who search for discounted airfare use the word “cheap” in their search terms instead of “discount,” the brand currently links both keywords to their search to appear in both instances.
Agencies that understand how search engines behave know that while keywords are important, content is king. For your brand’s site to end up in the top search results on Google, you need to craft content that strategically embeds several—but not too many—keywords based on spacing and compactness.
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