How To Use Incorrect Keywords to Drive More Traffic

At SilverServers, we've worked with clients across many industries, from retail to mining to professional services and beyond. One of the realities of SEO—especially when working with professional SEO help—is that businesses often rank for search terms that don’t perfectly describe their products or services. At first glance, these terms might seem irrelevant, but in many cases, they still attract people who are looking for exactly what the business offers. When approached strategically and honestly, these “incorrect terms” can become powerful SEO opportunities, helping to bring in the right audience while also educating them on the correct terminology and the nuances of your product or service.

Let’s take a deeper dive into why this works, using some real-world examples we’ve seen with our clients.

1. Many People Don’t Know the Correct Term

One of the most common reasons companies benefit from ranking for “incorrect” terminology is simply that customers don’t always know the proper name or technical terminology for what they want. They might use the wrong term because it’s more familiar to them, or they don’t know the industry-specific jargon.

For example, we’ve worked with a client in the children’s clothing industry who sells baby rompers. But as we discovered, people often search for onesies, pajamas, playsuits, and rompers interchangeably, even though those are all technically different products.

Here’s where the magic happens. By creating a blog post that explained the differences between rompers, onesies, pajamas, and playsuits, the client ranked for all of those terms—terms that their potential customers are using—while clearly explaining that what they sell are actually rompers. This approach captured search traffic for the product without misleading anyone—and in the process created one of the most valuable pages on the entire website.

2. Your Product May Serve a Similar Function

In many cases, a product or service might not be exactly what the user is searching for, but it serves the same function and provides several benefits that users didn’t know about. This is where creating a blog post to clarify the differences between the terms can be helpful for both ranking and conversion.

For example, we provide SEO services to a storage company that offers c-can storage units. While these storage solutions function just like traditional mini storage, people don’t always consider the option to search for “c-can storage”. Instead, they search for terms like mini storage, storage units, or storage lockers.

By targeting those more familiar terms and writing content that explains how c-can storage differs from and is similar to traditional mini storage, this company began to rank for terms that their potential customers were using while educating them on the unique benefits of their c-can storage services.

3. Different Terms Can Mean the Same Thing to Google

In specialized industries or nuanced versions of common services, it’s normal for Google to treat different terms as though they mean the same thing, even when they don’t in the real world. This happens when search intent isn't clear to Google because there aren’t enough keywords, data, or businesses providing the service for the algorithm to fully understand the distinctions. As a result, Google may rank several websites using similar terms, even if they describe different services.

For example, one of our clients offers "equine-assisted counselling", which is a specialized form of therapy for people that involves interaction with horses. However, Google often associates this with the broader term "equine therapy." The issue is that "equine therapy" can mean two very different things: therapy for a person with the help of a horse, or therapy specifically for troubled horses. Since there aren’t many businesses or enough clear keyword data to differentiate between the two meanings, Google ends up showing a mix of services in the search results for any search queries it considers to be related to its idea of "equine therapy."

By creating a blog post that explained the different terms—clarifying what equine-assisted counselling is and how it differs from other terms and other potential meanings of the term “equine therapy”—our client was able to rank for more vague or broader search terms. This content helped Google understand the specific service offered and made it easier for potential clients to sift through an unclear search results page (SERP) and find the right kind of help.

4. Ranking for Incorrect Terms Helps Educate Potential Customers

One of the best parts about this approach is that it’s honest. When users land on your site after searching for the wrong term, you have the chance to educate them. Like in our earlier example, if they’re searching for “pajamas” but find your blog post explaining the difference between pajamas and rompers, you’re giving them helpful, valuable information. You’re showing them that your product might be what they need, even if they didn’t know the right name for it.

Beyond this, ranking for incorrect terms can also help guide users toward using the correct terminology over time. If you notice that people frequently land on your site using the wrong search term, it may indicate a gap in understanding within your industry. This presents an opportunity to create content that not only clarifies the difference but also subtly teaches them the right terminology to use going forward.

For example, if a landscaping company specializes in xeriscaping (a water-efficient landscaping method),but potential customers keep searching for "drought-resistant gardening," an educational blog post explaining the differences can be valuable. Not only does this content capture those searches, but it also familiarizes users with the correct term. Over time, as more people learn the proper industry language, search trends may shift—helping your business become the go-to source for the right term.

This strategy builds trust because you're being transparent. Instead of misleading users into thinking they’ve found exactly what they searched for, you're educating them on how your product or service fits their needs—and even helping them refine their future searches. In a world of clickbait and misleading ads, that honesty stands out.

5. Capturing Related Traffic Through a Broader Keyword Pool

A key SEO advantage of targeting “incorrect” terms is that it expands your reach by tapping into a broader keyword pool. People use different words to describe the same thing, and their search queries can vary widely. By strategically incorporating related terms—even if they aren’t technically correct—you can significantly increase your site’s visibility and attract more potential customers.

For example, a company selling home automation systems might find that users often search for “smart home devices” or “wireless home control.” While these terms don’t perfectly describe their offering, they are closely related. By creating content that explains how these terms connect—such as a blog post comparing home automation systems to smart home devices—the company can rank for all of them, bringing in a wider audience.

This strategy is especially useful for industries where terminology is evolving, inconsistent, or unfamiliar to the average consumer. By addressing the various ways people search, you ensure that your business appears in front of a much larger group of potential customers—without misleading them.

6. Turning Unrelated Traffic into Brand Exposure

Sometimes you might show up for a search term that isn’t directly related to what you do, but this can still be beneficial. Ranking for broader or tangential terms allows more people to discover your brand, even if they don’t convert into customers right away. Over time, that increased visibility can translate into brand recognition and loyalty.

A great example is with SEO services. People often search for someone to run an advertising campaign and end up on an SEO website, thinking that "ranking at the top" refers to getting a paid ad at the top of search results. While SEO and paid ads are different services, a well-written blog post can explain the differences and even convince the reader that SEO is a better long-term investment for organic search visibility if they don’t need to rank on page 1 right away. This not only educates them but also introduces them to your services, potentially turning a misunderstanding into a lead.

Conclusion: The Power of Targeting Incorrect Terms

At SilverServers, we’ve seen time and again that ranking for incorrect or related terms is a smart, honest, and valuable SEO strategy.

If you want help creating content that captures traffic for the right (or even wrong) terms while staying true to what you offer, contact SilverServers today.

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