‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!
We throw around the term SEO, SEO optimization and Search Engines all of the time, so for a quick second let’s take a look at commercial search engines. These are the tools that allow our customers to find out about us, or if we aren’t optimized find nothing at all or about someone else. But we also need to understand what they are saying, how they are saying it and where they are asking about us.
Why is this important, well if you haven’t you need to read the postmortem on the Mars Climate Orbiter probe so you’ll understand. Here’s a little note about it from an article on NewScientist.com, ‘In September 1999, its $125 million Mars Climate Orbiter probe was destroyed because its attitude-control system used imperial units but its navigation software used metric units. As a result, it was 100 kilometres too close to Mars when it tried to enter orbit around the planet.‘ The result, well let’s say it wasn’t exactly like parking too close to the curb and rubbing your car’s tires.
So let’s make sure we are all using the same measurements and language, Wikipedia defines a search engine as follows:
A web search engine is a software system that is designed to search for information on the World Wide Web. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs). The information may be a mix of web pages, images, and other types of files. Some search engines also mine data available in databases or open directories. Unlike web directories, which are maintained only by human editors, search engines also maintain real-time information by running an algorithm on a web crawler.
So we have a little better understanding of the what, now let’s look at the why.
Search engines are the primary method of navigation for most Internet users
Simple huh, this is how our customers find us on the world wide web. But it’s a lot more than that, this is how our customers tell us who & what they are thinking when they are looking for a solution that aligns with what we offer! We need to understand the tools they’re using, how they’re using them and what they’re inputting into those tools to find the solutions they want.
Sales and Marketing leaders can’t rely upon their own perceived reality based upon the arcane motto, ‘it’s how we have always done it’ the paradigm of a dying business.
This always makes me laugh and think about a family friend who see’s reality through a totally different lens than the rest of the world. We call it ‘Mona’s World’! and the joke around our house when something happens, is it ‘Mona’s World‘ or was it what really happened. Sorry, but if your asking yourself who Mona is in your circle of friends then your probably Mona – Sorry!
You might think you know what your customers think of your product or company, and thereby what they will be typing into a search engine program to find you. But, until you confirm and make sure what they really think and how they are trying to find you or your competitors then you can’t be sure.
I was reviewing a great primer ‘The Beginners Guide to SEO’ provided by Moz.com . Here’s a quick excerpt from the Moz.com SEO guide:
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.
Search engines are unique in that they provide targeted traffic—people looking for what you offer. Search engines are the roadways that make this happen. If search engines cannot find your site, or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.
Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization’s success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.
So don’t be Mona, understand the reality of where to start and where your customers are coming from and where they are trying to get to. Hope you enjoyed your Spinach Helpful Tip of the Week, please let me know about any Mona experiences in your sales or marketing
What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!
Chris A. Marshall