Devoted to branding and building and protecting brands

Done a search lately on Google to see which outfits show up as "related companies"?  Your peers? The point is, if you're using language on your site that's not your customers' "first language" so to speak, in terms of nomenclature for problems and benefits, you may be adding needless speed bumps to those customers' buying cycles.  Analyses of a number of early-stage information technology companies reveals their "peers" not be who the the companies assumed would show up.  Lesson: If you want to optimize your search results and stretch your budget, be familiar with how your prospective and existing customers describe the problems they have and the solutions they're searching for.  What specific terms do they use? What are the hottest topics?  You can't do this in a monologue.  You must engage them in real time right on your site.  Hey, it works for Sun and Dell, et. al.  Not coincidentally, they're selling more in less time.  Shareholders love it.  It's called productivity.  The universal language.