Searcher Language
The informal, spoken phrasing buyers actually type, which is usually not the language the industry uses for the same thing.
Analogy Mental model
A patient saying my stomach hurts, not reporting distal abdominal discomfort of the digestive tract. Same complaint, and only one of them is how a person talks.
In practice What you actually do
Read support tickets, Reddit threads, Discord channels, Facebook groups. The vocabulary there is the vocabulary in the query box, usually two levels more casual than the product page. Put their words in headings and in the first sentence.
Where people get burned Pitfalls
The internal name for a feature is almost never the search term. Advanced data synchronisation is what the release notes call it; how to sync my files is what the customer types, and only one of the two has volume.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →