As happens from time to time in this space, today’s post might seem a little geeky. Please bear with me – there is a broader business point that emerges from the somewhat technical premise!
I was discussing Search Engine Optimization with a prospective client the other day. For those of you who don’t know what that is, you can think of it as the process through which web pages are optimized to rank highly in search for particular terms. As you know from your own use of a search engine, ranking on the first page of results tends to get you more clicks than being on page 3. It used to be a highly technical process, and while there are still some fairly technical pieces to it, the best practice I follow when working on it with clients is pretty simple: create a great user experience.
Oddly, it helps to think of the search engine spiders (the robots that comb the web for pages and organize them) as people. If you create a great user experience for a person, odds are that the spider will find it attractive too and ingest the information properly. What do I mean? Great content is a great user experience. So is a site that’s easy to navigate with clear buttons and no broken links. Content that has been proofread and is error free makes a great user experience. While there are some technical things – title tags and back links to name two – that require attention, it’s the user experience that it driving SEO these days.
We can say that about any aspect of business, I think. A great user experience – a pleasant, functioning environment married to great customer service – is the most basic requirement. Solving a customer’s problem and providing great value while doing so (notice I didn’t say at a low-cost!) is the recipe for success. Thinking about how best to feed the search spiders can help create a better business experience overall. Does that make sense?