Earlier this week I was listening to Lindsey Stirling, my new favorite artist, on Pandora. A commercial came on that served as a terrible ad and a great example. The commercial was promoting a limited-time sale on lasik surgery. The commercial was not great, but it wasn't the worst. What struck me about it was how incredibly un-targeted it was. Here's the thing ... Lindsey Stirling plays the violin with a hip-hop beat. This is super trendy stuff, right? It's got hipster written all over it. The only problem for the lasik company is this: Hipsters love their glasses. They don't want to stop wearing them. Some of them wear them even without needing them. So, where did the lasik company go wrong?
In his second Sherlock Holmes novel, The Sign of the Four, Sir Arthur Conan Doyle presents an interesting dichotomy between facts and romance in a chapter entitled "The Science of Detection". Holmes is critiquing Dr. Watson, his would-be biographer, on his first installment. "Detection is, or should be, an exact science, and should be treated in the same cold and unemotional manner. You have attempted to tinge it with romanticism ..."
"But the romance was there," responded the good Dr. Watson. "I could not tamper with the facts."
To some, SEO seems like the same cold and unemotional science of detection where, instead of finding clues, one leaves them. Tasks A, B and C will yield result X, Y and Z. This is, at very best, only SEO in part. Truthfully, if SEO is a science it is best likened to sociology: the study of human social behavior. It's the study of romance itself.
I’m going to let you in on a few tricks of the trade. Granted, there might be some website developers or graphic designers out there who won’t want me to share this information. Odds are you don’t want to use them anyway. There is a simple truth that underlies all real professionalism: What’s best for my client is what’s best for my business. With this truth in mind, I’m going to tell you how to get the most out of your website or graphic design.