My latest on NBC 5 Chicago’s Inc. Well: “How to Reach Customers Via Search Engines

You don’t get the privilege of speaking to customers via organic search until the search engines understand what you’re saying.

Organic search is like speaking through a translator. The search engines’ algorithms are the gating factors that decide which sites will have a chance to speak to which searchers.

People searching Google know what they’re looking for. They ask Google to find it for them using a cryptic search phrase. From these few words, the search engines analyze relevance, intent and historical preference, and deliver a search results page with 10 organic search options.

Searchers decide based on those 10 links which site most closely meets their needs, and away they go. If Google doesn’t consider your site relevant or important enough to include in those 10 links, you don’t even get considered as an option by searchers. Period. Each time this happens is a lost opportunity to reach new customers or to market to those who already know your brand.

Businesses can improve their chances of success by understanding how to influence the process. That’s what SEO is all about.

Read the whole article at » Inc. Well

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