Thanks to the pending release of the film "Moneyball", lots of people are reading the book. Already a fan of author Michael Lewis, I picked up a copy that's been going the rounds in our household. This one is an intriguing yarn about the role of statistics in the business of baseball, and it's full of surprises. Who'd have thought, for example, that batting average is a highly over-rated indicator of a player's contributing to winning ballgames?
This begs the question, of course, of whether some web performance statistics are over-rated. Let's take the the first page of Google rule for key words phrases. There's no question that if you have something straightforward to describe, like hotel rooms in San Francisco, then this would be essential.
But what if your search terms aren't so straightforward? What if you're selling software or consulting services that help businesses do things that they haven't done before. Sure, we can use search terms that we know, but would our customers know and use them? Probably not - businesses are much more likely to define their search in terms of the problems they are experiencing. And as we say to customers in the B2B world, "your business is unique."
Henry Ford once quipped that "if we'd asked people what they wanted, they'd have said a faster horse." It seems to me if you help businesses identify and solve problems, you'll need a better strategy than SEO to ensure people can find you.
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