The industry perspective is usually the area where I see the biggest messes. Industry perspective refers to using industry terminology to develop keywords instead of using terms your prospects actually use. For example, a mortgage professional might view HELOC [home equity line of credit] as a keyword. Most prospects, however, are not going to search for this. Instead, they will search for home equity line of credit or simply line of credit. When you are marketing to the general public, do not use industry terms. Instead, use the terms your prospects apply to your services or products.
The opposite of the industry perspective is found in the business to business field. If you are providing services or products to businesses, than you want to use industry terms! If you sell medical equipment to hospitals, your prospects are going to be both sophisticated and using technical terms in their searches. They will search for medial collateral isolation braces instead of knee brace. In the business to business scenario, you must focus on industry terms or have your internet advertising fail.
Internet advertising for business is all about perspective. You need to focus on who your prospects are and the terminology they use. Failure to do so will lead to the failure of your internet advertising.