Any ideas for capturing keywords that your client rejects because they aren't politically correct?

[Jeremy_FP]

Here's the scenario: you need to capture a search phrase that is very widely used in common search, but the term is considered antiquated, overly vernacular, insensitive or outright offensive within the client's industry.

In this case, searchers overwhelmingly look for "nursing homes," but the term has too many negative connotations to the client's customers, so they won't use it on-page.

Some obvious thoughts are to build IBLs or write an op-ed/blog series about why the term is offensive. Any other ideas?

[EGOL]

I like your idea for an article about the term "nursing home".  I'd write a couple of those articles and feature links to them on every page of the site.

If I was selling something and everybody everywhere was asking for it by an overwhelmingly popular name I think that I would adapt to it.  Visitors to the site would know that they are in the right place.  Using some fancyass name would have visitors wondering if you really offer the service that they need... or if they know you offer those services they might wonder if your prices are too high.    

[RyanKent]

It's all about educating the client.

The client may not like the term, but if that is what the rest of the world associates with the business your client offers, then you are stuck with it. If you wish to get creative I can think of a few options:

• as you suggested, write articles on why the business model offered is not a "nursing home" but a "skilled nursing facility", "elder care group" or whatever name is preferred.

• you could supplement your SEO with SEM by placing ads on "nursing home" which do not use that phrase.

• you could use creative writing such as "...requires in home nursing...." and use image alt text, image names and other less visible means to get the correct associated for the term. This is certainly not the preferred approach but if you are dealing with a stubborn client your choices may be limited

• you can walk away from the client. It's your role to offer appropriate SEO advice. If that advice is not followed, there is not much you can do. I would try to work with the client as much as possible, use some of the techniques listed above, etc. but in the end either the client's expectations need to change or no one will be happy with this arrangement.

[Jeremy_FP]

Keep in mind that we're not talking about someone wanting "evaporative air conditioner" instead of "swamp cooler" here.

Consider a word like "retarded," which has a national campaign pushing people to stop using it, and is even considered hate speech by some. Swap out the word with "mentally challenged," and GKT shows less than half the local search volume!

It's a tough sell to convince a client who runs a care facility for the intellectually disabled  to say, "Our services for retarded kids are the best in the state."

EDIT: Just to be clear, I'm not trying to be coarse or flippant with that example. That's a high-search term that some would find incredibly offensive.

Organizations that fight the use of certain words see it as more than just inelegant speech, they see real, tangible harm whenever the word is used. Reaction to that particular phrase is unique in that there are some who would vociferously argue against it, and other who would still see little to nothing wrong with it (as reflected in GKT).

[EGOL]

Just my opinion...  I have been to a lot of nursing homes.... I go there a two or three times every week to visit.  From what I have seen I don't think that the public is extremely touchy about this term.

But, your client has a specific business image that they are trying to maintain... and it seems that this word is on their agenda.

I would show them search volumes and see what they say.

[RyanKent]

I love EGOL's idea of sharing the search volumes to the client.

Jeremy, I can appreciate the sensitive nature of the conversation. The question here, what is in the client's best interests?

I know a bit about nursing homes myself. There are issues of abuse, neglect and an incredible range with respect to the quality of care offered. If your client offers a great service, wouldn't it be in the best interest of both your client and the world to let as many people know about the service as possible?

You can discuss advertising in magazines, television, referrals, etc. but when it comes down to it our role is SEO. We focus on using white hat techniques to maximize the ability of our clients to compete in search results. There is not any reasonable way I can think of to rank for a term like "nursing home" without using the term.

I would try to educate the client on how search engines work with respect to relevancy. It is the client's choice but if the word is not used on the site, then the site wont be found by users searching for the term and the primary audience will be missed entirely.

[KeriMorgret]

I remember talking with an SEO copywriter who gave an example of a loan company that wasn't allowed to use "bad credit" as part of their advertising, yet it still drew a lot of keywords. The copywriter would write text like "Have other companies told you that you have bad credit?"

I also like the idea about writing articles. You could do something about the history of the term, or myths associated with that term. Another idea might be any quotes from patients or families that could include "I didn't want to go to a nursing home when I got old, I'm so glad my family found Blue Hair Acres for me instead."

Remember you can try to work your phrase in across two sentences. "So and so has a degree in nursing. Home-like care is a goal" (cheesy, but it shows what I'm talking about).