When we start talking about search engine optimization frequently the conversation turns to the tech end of optimization.  Things like meta tags, programming, back-links, etc.  Unfortunately, what is left out of that equation is the human aspect of search engine optimization.  I’ve gone on record in the past saying that any agency can get your website top billing for generic key-phrases, the trick is to get top billing on key-phrases that humans are using to find your products or services.  We have to ‘think’ about the strategy of search engine marketing; what are your customers going to use as a phrase to find what you do or what you sell?  What are their goals when they use a search engine? Are they just beginning their research or are they ready to buy?  The answers can only come from thinking about your customers (humans) and building a strategy around those humans.

The second aspect to the search engine marketing conversation is where does the user want to go when then enter a key-phrase into the search engine?  Chances are great that they are not interested in landing on your home page, just to be forced to find the information they are in search of, on their own.  Let’s think this one through, if your potential customer is looking to educate them selves on your company, it’s longevity in the industry and the value proposition that you offer, is there a page that would be more relevant than the home page for them to get that information?  I’m betting that there is.  Make sure that key-phrases related to your value proposition are leading your potential customers to that page.

In the end search engine marketing is not about the technology, it is about the people that use search engines.  This can have a very big impact on how you develop your search marketing strategy.

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