It is often said in marketing that there are four key considerations, or “the four ‘P’s'”: product, place, price, and promotions. Looking behind all four we find one constant: the people. An effective buisness model is one which always answers the customer’s question “What’s in it for me?” In fact, the more we can understand the perspectives and motivations of our customers, the better we can anticipate customer needs. The main method used on the internet to help us accomplish this is through key word search and analysis.
If you have ever lost something, you fully understand the irony of the old maxim “You always find it in the last place you look.” A computer only understands “1′s” and “0′s”, so how does it know what you are looking for and find it? What a search engine like Google or Yahoo does is it analyzes THE WORDS THEMSELVES that you enter to define your search.
Your search words are compared individually, and in combination against all the various key words programmed across every web page the search engine finds online, beginning with any of your previous search history it can access. Relevant pages are then ranked along simple principles. First, how closely the key words match your own entry. Second, how popular the page is to other users. Third, how effeciently the website is designed including how much functionality the page contains. Fourth and lastly, how recently the page has been updated. This interaction forms the cornerstone of what is known as SEO or Search Engine Optimization.
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