More Thoughts on How Thanksgiving is like Search Engine Marketing
I saw an interesting blog post (http://www.seonoobie.com/2010/11/how-search-engine-marketing-is-much-like-thanksgiving-dinner/) in one of my LinkedIn groups on How Thanksgiving is like Search Engine Marketing.
Here are a few of my additions to look at:
Remember that different people refer to the same food in different ways. Yams/sweet potatoes… The guest is correct, even if you have to translate to the chef to smooth out the egos. In Search Engine Marketing, the customers keywords are the correct keywords, even if you have to coach the CMO.
Sometimes the guests/family prefer the lesser ingredients (canned cranberries over fresh cranberries), salty canned gravy over homemade. Listen and understand, your objective is to make a happy celebration for all the guests at the table. The less precise keyword or more generic keyword that customers click on are the correct keywords. Seborrheic dermatitis may be the correct term, but far more people are searching for Dandruff shampoo.
While the dinner is very important, the whole day is a celebration – conversation, flag football outside, the game(s) on TV, waiting for Sue to get off work or drive from Milwaukee all are important factors. Dinner may be the centerpiece of the day, but not the only consideration. With SEM, understand that customers determine when the best time to close a sale are and ask questions, not your staffs desires.
Mistakes happen, the pie is burnt, the dip gets spilled, dad forgot the …. – it happens, so determine if a substitute is needed and adapt. If you need a simple dip rather then the wonderful family favorite 7 layer, because that is all that is left at the Jewel closing in 5 minutes, adapt. If you need some FAQ’s that are not the best written, to keep visitors from buying at the next site for cyberMonday, then do the best you can and deal with it (let the call center know that these may not be the best and to expect more).
Of course all of the similarities are based on the fact that both Search engine marketing and Thanksgiving are for people that have different desires and needs. Those people want to be treated special and with respect. If you are the host, you need to adapt to the needs of your guests, or brother George may be going to his in-laws next year rather then your dinner table, even if he gets divorced.
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