Online language pathways: understanding how brands need to communicate with their customers online

“Our study found that language that engages people on web pages is not the same as the language that forms the pathways to a site. Rather, people change or adapt language terms as they refine their search from their original language of intent (their thoughts) to terms and phrases that more closely mirror language they see in their search, coupled with a mechanical style they think will be better understood by search engines. But the language they appear to respond to most favourably when they finally engage with a website is language that more closely resembles their original language of intent – less mechanical, more natural and human. The ‘translation’ from human language into online language seems to be a sub-conscious and iterative or fluid process: people refine or filter their language as their online journey progresses and this is particularly evident during the search journey.” – (Content Delivery & Analysis)

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