Organic search engine results

animation, graphics design, video post production

Organic Result

- Organic results: they come from web sites matching the criteria users typed in when doing their search query; the criteria is expressed through keywords and key phrases that users think describe best their specific interest being information, products or services. in 2005, 94% of all organic searches were done through search engines such as Google, Yahoo, MSN, Ask.com; an appropriate implementation of search engine optimization SEO is a fundamental part of an online marketing strategy besides being the most cost effective.

From the user perspective, keywords and key phrases help them filter through millions of web sites what they are looking for; from a search engine optimization point of view, web sites need to establish from the beginning a clear marketing strategy that will help manage information to an specific group or niche of potential clients looking for your information, products or services.

For instance, the vast majority of web home business people are product-driven meaning they create or select a product to sell then they advertise indiscriminately in the hopes of selling. Their obsession is with the product not the customer. A different approach must be adopted by looking the other way around and asking three important questions:

- Who is my customer?
- What does my customer value?
- What experience do I want my customer to have?

- Who is my customer?
Even if it sounds very appealing, selling to "everyone" means misunderstanding your potential and/or being unrealistic. My customer is someone that has a particular profile (layers) as gender, age, size, origin, ethnicity but also, tastes, likes, background, education, income, culture, location, hobbies besides some others.

Before addressing a potential information, products or services to anyone, a matching criteria must be put in place according to its customer target; once this is determined, your "customer niche" will filter down to a portion of the total opportunity; focusing down on a potential portion, it narrows your market, but makes your message incredibly specific. Now you will be sure that chances are that reaching that narrow market will have a larger positive feedback. To increase market share in that particular market you will need to move up a layer in order to reach another segment of the population market.

- What does my customer value?
Buying behavior derives from a vast array of rational thinking, product functionality, after sales service, buying opportunity, value, warranties etc...; but what triggers the buying impulse come from psychological motivations as personal status, dreams of lifestyle, sex appeal, personal safety and personal advantages of some sort besides others; once this knowledge of your customer have been determined the web site must reflect and focus the desire to attract what triggers that specific buying behavior. "Seasoning" your information, product or services to that particular market having that "stimulus or motivation" will answer directly to their needs in very positive way.

- What experience do I want my customer to have?
Buying and owning is an experience that is mainly related to purchase gratification; the quality of that buying experience is essential when you consider that 60% to 80% of your business income come from return customers. Online buying experience starts from the way your site is design, its easy navigation, downloading time, proportions, color, graphics quality etc...; but very important, a clear content relevancy, tone and style of communication (sites don't sell to people, people sell to people), reassuring transaction testimonials, creditability symbols (associations, awards, certifications, honors, seals, ranking, about us), clear guarantee of products or services (money back warranty); also, peace of mind (easy return system in place, easy to cancel), accessibility (contact phone number, address). Finally, the steps decision to buy (shopping cart process) and the risk level (price, costs add up), shall be minimized. To resume make the buying experience is an easy and gratification one worth of coming back for more.