Our last post introduced the concept of Search First: optimizing your customer experience by combining search data and UX strategy from the very start of your website design/re-design effort. The feedback was great – and there were a few “I’ve not heard of this before” conversations.
To succeed in digital marketing today, businesses must be highly visible in online search results, including mobile. The ability to rise to the top of the ever-growing pile of information customers sift through on a daily basis has a direct effect on the bottom line. To position themselves optimally, businesses have undertaken SEO strategies and launched PPC campaigns; some have even hired search managers.
This is all good, responsible marketing effort. So what’s the problem?
This straightforward approach may not be taking into account Google’s end game, that’s what.
Simply stated, Google’s algorithms are designed to locate and deliver not just any answer, but the best answer – the most CREDIBLE answer - in response to user search queries.
You understand the importance of telling your company’s story, and you have built your web site with that in mind. However, despite pouring SEO dollars into content optimization efforts, you are still probably missing a considerable slice of your potential customer base.
If your SEO efforts have only focused on delivering content that is search relevant, you may not have considered whether your site itself is built to effectively guide the user to the answer they're looking for. And that is a big miss.
Everyone searches in a way that is unique to them. Search behavior, or behavioral intent, describes how people search for what they need, where they want to go, or what they want to know. Behavioral Intent is not scripted; it is not formulaic. It is a source of unfiltered information about what customers really want.
As we begin the new year, here’s a shout-out to a word that has held its own, humble and steadfast through all trendy buzzword storms. Let it lead us through the next 12 months as a guiding principle:
One of my favorite sentences is in the Introduction to Mark Twain’s Adventures of Huckleberry Finn:
The problem with innovation, of course, is that there are rarely rules to guide it. Having a toolbox of tricks to help with the process is critical. Over the next few posts, let’s look at some favorite concepts for thwarting innovation blockers.