Why do you need a website and content?
Because Searchers—Both People and Engines—are looking for them.
Searching the web is a little like sifting through rows and rows of drawers in an old hardware store looking for a better mousetrap or the right Extra Heavy Safety Hasp.
But how can your customers find your Extra Heavy Safety Hasp if you don't have the hardware store—or website—for them to visit? And why visit it if there's nothing in the drawers—content—for the customers and search engines to find?
Google talks in terms of an impressive index telling you exactly where everything is located:
When you perform a Google search, our programs check our index to determine the most relevant search results to be returned ("served") to you.
The three key processes in delivering search results to you are:
- Crawling: Does Google know about your site? Can we find it?
- Indexing: Can Google index your site?
- Serving: Does the site have good and useful content that is relevant to the user's search?
When a user enters a query, our machines search the index for matching pages and return the results we believe are the most relevant to the user.
Clearly, it's your website and the usefulness, relevancy, as well as recentness, of your content on it that will determine whether your business or nonprofit gets searched so you can move your prospects along your path to purchase.
So, what kind of website and content do you need?
What's the story behind the hardware store? See our blog on "The Power of Visual Storytelling."
© Photograph by Sarah Huntington Photography