I was recently flying in from Boston when I noticed my native West Pubnico from the air, clearly distinctive because of its 17 power-generating windmills, and I remarked how it reminded me of looking at Google Earth on my computer.
Then, it occurred to me how strange a thought this was: that reality was reminding me of a virtual image rather than the other way around. It was life imitating illustration, if you will.
That’s pretty much the way it is. Our sense of reality is becoming viewed more and more through the lens of the Internet, and this is something you need to take seriously if you’re depending on your website to carry your message.
Many people think that all you need to do is create a website and people will find it. That’s akin to printing stacks of marketing brochures and putting them in a warehouse, hoping someone will stumble upon them.
Others think that registering their website with search engines will do the trick. That would be like putting an ad in a few newspapers telling people where they can go to get your brochures.
Still others feel that if you put in enough keywords, then that will make your website popular. It will definitely help, but it’s far from the full story.
If not done correctly, it will hurt more than help. Why? Because search engines don’t like to be tricked. If the keywords don’t match the content and follow search engine rules, then the search engines may downgrade the site in their listings.
But help is available. There is a whole industry around making sure your website gets found by the right people via search engines, a process called search engine optimization. Here are some of the important facets of search engine optimization: