Conversation has always been the heart and soul of human interaction. With the invention of the Gutenberg printing press in the (mid)15th century to the advent of search engines and social communities, we have been using words to communicate, exchange with other and search our own « self ». In mediating with each previous technology we have been searching for instant gratifications and developing new practices and uses with technology. And the instant gratifications that search engines offer to users are getting more and more important. In the world of search, we mediate with information through keywords. Very often, keywords are used by companies for the sake of getting people on their sites. But companies barely consider keyword use as a mediator and a catalyst for conversation and interaction between the users and the information artefacts which will lead to an enhanced experience.
From a marketing perspective, thinking about this process of mediation through keywords could be helpful to understand how to develop conversation and relationship with users on search engines. Quality keywords usage can help us start conversation. If keyword ads and keywords integration are part of the search engine optimization process – SEO1 – , in the age of conversation marketing, let’s think of keywords as the main mediator in enhancing SEO2 – Search Experience Optimization. Keyword has that potential of deve loping conversation and enhancing experience between the users and online information. The relation between keywords and landing page and its content, between keywords and the various touch points that we come across on a website need to be considered before a campaign is started.
Keyword has a denotation an a conotation, and Keyword ads optimization must drive satisfaction and engage people into a conversation which will result in sparkling dialogue and help them understand their search online in emotional and reflexive
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