This led me to think about the processes and skills needed to optimise a website for search engines.
The starting point was to look at the process of search engine optimisation and how it relates to ones own customers, website and products or services.
The customers
- Who are they?
- What do they want?
- What are they buying?
- What are we selling?
The keywords
- What do you call it?
- Do they know what it is called?
- What do they call it?
- Does the product have a common name?
- Do customers call it the same?
- Can they spell the name?
- How many search for it each month?
- Where does it go in the website for best advantage?
- How do you write for the web?
- What are the competitors doing to get to the top of the search engines?
The website
- Does the information architecture of the site make it intuitive for the customers to get to the information they want quickly?
- Is the information portrayed in a way that the customer can find what they are looking for on the page?
- Is the information they are looking on the page?
- Is the site designed in a way and offers the right information to engender trust in the client?
The products
- Are they what the customers is looking for?
- Are they priced correctly for the customer?
- Is it easy for them to buy the product?
In all this I have not mentioned personas and scenarios, what issues users get frustrated by and what is their motivation for seeking the product or service you are selling.
Conclusion
Search Engine optimisation IS rocket science... If it is done properly
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