Lexicon is the specific vocabulary used by an individual based on their place of origin, place of residence, gender, ethnicity, social status and much more. Your use of vocabulary continues to be shaped based on the various experiences and events that take place during the course of your life. There are countless subtle ways that we use lexicon to express ourselves.
Identifying these differences and applying them to your content marketing can have a very positive effect on your SEO success. This is because people will respond more positively to your content if it is tailored to their specific use of vocabulary, as they will be better able to understand and identify with it.
Listed below are the top reasons why you should personalise your content based on the lexicon of your target market:
It connects you to your readers
When the internet first kicked off, countless businesses resorted to black-hat techniques, such as keyword stuffing, to attract more traffic to their websites. Although this kind of behaviour was common back then, today you stand little to no chance of ranking anywhere close to the first page if you resort to illicit SEO techniques.
Instead, your primary goal is to focus on user experience. Through your use of language, you will be better able to appeal to your exact target market and encourage them to take action, whether by becoming a lead or converting into a full-blown customer.
It enables you to compete with the big fish
Personalising your content through your use of lexicon also enables you to compete with the big fish. By optimising your content based on specific regional phrases and terminology, any small business stands a chance of competing with the big guys. The trick is to be clever and to do your research by finding out what key terms your competitors are using – and incorporating more regionally specific terms.
For instance, if you are a shoe retailer trying to compete with a huge shoe company, you need to be careful with your choice of words when using the words sneakers, trainers or tennis shoes. Your choice will depend primarily on your target market and if you are meticulous with your word choices, you stand a far better chance of engaging with your target market.
It can be less competitive
Finally, using region-specific terminology can also be less competitive. By incorporating words into your content marketing that are heavily searched for but with no competition, you will be able to gain strong traffic to your website whilst boosting your brand image before other businesses become aware of your latest strategy.
Specific use of lexicon is a subtle yet highly effective approach to SEO. In a heavily saturated market where content is everywhere, understanding your precise target market and directly engaging with them through your choice of lexicon can make the world of difference when appealing to them.
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