The Smoking Foot

I will search for a cheap hotel but when I arrive at a website, I don't really want to see a big heading saying:

WELCOME TO OUR DIRT CHEAP HOTEL

I'd much prefer to see a heading such as:

A BOUTIQUE HOTEL FOR THE BUDGET-MINDED

Because, you know, I'm not cheap; I'm just budget-minded. 

The words that people search with may not always be the words they would like to read when they arrive at a webpage. Search needs to be understood as a particular type of mental behaviour. Once the customer arrives at a webpage, a whole new set of words may kick in. One set of words to bring customers to your website-another set to get them to complete a task.

Gerry McGovern