The Human Dimension of Search Engines
Submitting your site to search engines is not about achieving number one ranking despite what the advertising hype tells us. It's about highlighting the unique value of your site and making it accessible to your target market. The desired outcome is getting the right visitors in volume! Unless you consider this human dimension you risk sitting there unloved and unclicked regardless of your ranking.
From a marketing perspective potential visitors use search engines to gain information, evaluate alternatives and satisfy a need. This need is articulated in the keywords used to search for information. When drafting your Meta keyword content consider the need you satisfy not just the product or service you provide. The correct use of keywords is the first step in putting your offer in front of the right people. It is useful to record keywords that have been used to access your site (some free Web Stat services offer this feature). This list provides valuable insight and allows you to test and refine keywords. Keywords must be supported by both your title and description to earn the privilege of appearing on a results page. But from here on in the human dimension takes total control.
So your site is proudly displayed on the search engine results page along with 19 competitors. What now? Be unique. When a search engine returns a page of results all offering similar descriptions it becomes a lottery as to which link will be clicked. In this instance being number one may not be best. Most visitors will review several of the returned listings to see what is available. If they are all similar the winner will be the lucky link that happened to be on view at the time, probably a link at the bottom of the page not the top. There is no value in being number one (or any other ranking) if your offering is not unique.
To be unique you must offer something that others don't. This could relate to the services or products you provide, guarantees, delivery mechanisms, auxiliary services, pricing or any attribute associated with your business. Your description must present the unique value of your site. Keywords, titles and descriptions all influence search engine ranking but never forget the ultimate goal, the right visitors in volume. Offer unique value in the human dimension and you will be rewarded.
The author David Morcom is the founder of Bizpep, providers of innovative software and practical business solutions. If you would like to learn more visit www.bizpeponline.com where an extensive range of software is available for free download and evaluation.
