Excerpts from my latest article at NBC 5 Chicago’s Inc. Well blog: “How to Think Like a Search Engine.”

Humans and search engines see the world very differently. This difference of view points frequently limits marketers’ ability to understand why their site isn’t performing in organic search. Sometimes altering your perception of a site so you’re looking at it through search engines’ eyes can be enough to illuminate the issues. We call this “being the bot.”

What do search engines want? Relevant search results are their primary offering. Without relevant results, the search engines lose their human audience and their ability to monetize search.

Search engines determine relevance by …

Read the article in full at Inc. Well »

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