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.