Since you need Google and other search engines to match what you offer with what people are seeking, it is most effective to always use clear detailed, declarative, definitive wording.
Think of it as the Three D’s for search marketing results.
To understand fully, consider it in terms of how people search, how you search. We don’t search on general phrases with adverbs (there, here). That gets us way too many hits and usually not exactly, or even close, to what we are searching for.
We have learned the more specific you are when searching online, the more useful the search results. Which means that as a marketer, with a website, if your website content matches specifically what the person is searching for … well that means you have likely made a sale.
Here is a specific: Use nouns, proper nouns (a name used for an individual person, place, or organization) are better than common nuns (common nouns are words used to name general items rather than specific ones.such as lamp, chair, couch, TV, window, painting, pillow, candle) Join the proper and common whenever you can – e.g. “London Fly boots”. Use adverbs rarely and only after having used the appropriate nouns in the paragraph. But use nouns often, resist pronouns. Remember, lots of nouns!
Bonus: ADJECTIVES – With the increasing usage of spoken search use adjectives. Speaking rather than typing means we tend to use more words and many more adjectives is search terms. Using the example above, it is plausible that a spoken search for London Fly boots might be more like “beautiful brown London Fly boots”. This would narrow the search results to be even closer to what the person is searching for. If your site appears high in the results, you may have made a sale with just the use of a few no-cost extra marketing words.
Again the more detailed, definitive and declarative words/phrases in your content the more results you will have from your search marketing.
I have been doing SEO and website optimization for over 20 years. If you have questions or need help creating content and getting results with your website, send me a message or call.