In 1687 Sir Isaac Newton gave us The Universal Law Of Gravitation, which predicts the attractive force between all objects that contain mass. It states that every object exerts a force on every other object along the line joining their centers. There are two simple rules to understanding gravity:

1. The larger the object the greater the force
2. The closer the object the greater the force

Not only does this tell us why an apple falls to earth rather than floating off into space, it also provides an understanding  into the way our universe functions. Now, if you apply a little lateral thinking, you will see that these simple rules provide valuable insights into how to grow your business by attracting more targeted visitors to your website. Let me explain.

The Power of Attraction: The Larger the Object the Greater the Force

Traditional marketing starts with a company producing a marketing message and then choosing a medium, press, TV, radio etc., to push that message. In this scenario the company is attempting to instigate the conversation. The internet has reversed that process, now it’s the customer who instigates the conversation by typing queries into search engines. This process is often referred to as reverse broadcasting – now it’s the customer who instigates the conversation by broadcasting his or her needs and wants.

This makes the customer the largest and most important body in your websites universe. There are two maxims that are often quoted by SEO companies, “Content Is King” and “Links are King”. There is no doubt that content and links are extremely important, but I think we should all be thinking along the lines that the “Customer is King” and they are positioned perfectly in the center of your universe.

Relevancy: The Closer the Object the Greater the Force

Only by understanding the needs of your customers can you find the best keywords and write content that will both satisfy and engage. Indeed, every aspect of SEO stems from this understanding, whether it be site structure or backlinking. You need to know the goals of your customers and write content that addresses those goals in a way that differentiates your offerings from the competition. You have to explain how the benefits associated to your products will have a positive influence on the lives or the businesses of your target market.

You Need To Be Relevant.

If the customer is the sun at the center of our universe, relevancy is the distance around which we orbit the sun. The more relevant you become the closer you get to the customer. Did you ever play ‘Hot and Cold’ when you were a child? One person (who is ‘it’) leaves the room while the others hide a button (or some other object). When the person who is ‘it’ returns, he or she has to try and find the button. The others give hints by saying “warm, warmer, hot, or cold, colder, etc.” A hot webpage would be one that ranks well and converts well. With analytics to support your goals you can see for yourself if your pages are hot or cold, if they are relevant or floating about in an entirely different galaxy far far away and yet to be discovered (page 100 in Google SERPs).

Tags: search engine optimization, seo

This entry was posted by Chance Hoggan on Friday, December 17th, 2010 at 12:14 pm and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.