Wednesday, June 9, 2010

If You Optimize It, They Will Come... But Will They Stay?

Ray, people will come Ray. They'll come for reasons they can't even fathom. Oh... people will come Ray. People will most definitely come.

Everybody is always looking for something. New shoes, old dolls, big TVs, small computers. And how do most of them look for these things? They get online, go to their favorite search engine (Google) and enter a keyword or keyword phrase.

And that my friends is the key and not so well-kept secret of SEO. If you know what keywords and phrases consumers are using to find what they are looking for, you can begin to optimize your web site to reflect their searches and improve your ranking. Yes, you too can wind up on page one of the search results.

This is my most special place in all the world, Ray. Once a place touches you like this, the wind never blows so cold again. You feel for it, like it was your child.

Of course, as in the Field of Dreams, it is never quite that easy.

First you have to figure out what those keywords and phrases are (guessing or trusting your gut simply will not work). Then you have to apply them to your meta description and keyword lists. Then, and this is the truly scary part, you have to integrate these keywords and phrases into your web site content without bastardizing its intent and/or meaning (copy writing skills are required).

After all, while the goal of SEO is to get searchers to your site, the goal of the site is to keep them there, educate them, engage them, capture data about them and – in a perfect world – convert them.

So you need to understand how the process works, you need the skill and ability to identify target keywords and phrases, you need the ability to optimize your site and you need the ability to optimize the content. Sounds complicated, but it's really pretty simple once you break it down. And here's the best part: if you do it right (and don't skip or skimp on any steps), it actually works.

Ray. Ray. Listen to me, Ray. Listen to me. There is something out there, Ray, and if I have the courage to go through with this, what a story it'll make.


  1. Amen. SEO can lead a horse to water, but it cannot make it drink. Companies need to first work on content, engaging a customer, delivering value before it sends out all these invitations. Who hasn't gone to a well-publicized event only to be disappointed the event did not live up to expectations? And did you go back to that event in the future next time you got an invitation ... most likely not. Too many other places to go.

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