Well, you've gotten your site up (FINALLY!) and now you're ready for customers and business partners! Now, please note: I'm not talking about your Company's web site! The Search Engines won't find your site; they'll find your company site. When a person goes looking for either a home business opportunity or your product/s to purchase.

Here's an example of a company site, and what I'm not talking about:

www.greatnetworkmarktingcompany.com/your-name-or-member-number

Eww, that is just ugly! And it won't help you is that a corporate site won't help you to build a presence online! YOU will never be found! There's no way to get YOUR name and site out there in that format. The fact is that the search engines won't use it.

Let's look at something every home business owner needs ASAP. We want searchers to find YOUR site when they search (and on the first page of a search whenever possible)! You want them then going to YOUR site. Because YOUR site is going to do something that a company site can't do. That is, first and of foremost importance: capture their name and email (for your follow-up email campaign with your auto responder, but that's all for another article)! Let's look at another aspect of our new site: What's the End Searcher look for?

You and I are both end searchers. What do we see when we're hunting something off the Internet? Here's something about searching that's so common, most of us don't notice. After we throw our vague, two or three word query into the search engines, we're delighted to find pages that often answer many of our questions, even before we ask them? In just a sentence or two we're given enough information to make a decision! "Huh! I'd like search engines to do that for my site", we say.

So, if I was from Texas (which I'm not, but I digress), when my search engine results answered more questions and even gives me a better visitor experience than many (so-called) optimized sites, I'd call that a CLUE (!). Here are lowly Search Engines doing what SEO experts and many Marketers are failing to do - AGGRESSIVELY FOCUS ON END SEARCHER and advocating for (hopefully) our site. What a concept!

What's this mean for us amateurs to the Internet? Heck, what's it mean for the professional Search Engine Optimizer? It means we've reached a point where Better Marketing Counts! Not just H1 tags, Meta tags and the like, or how much I spend with XYZ Company that promises to 'move me up on the search engines'!

So what's the answer? We don't just optimize for the search engines. We want to optimize for the end searcher.

There are all kinds of end searchers out there. All with different buying and searching styles. They have different preferences and are in different stages of the buying process. The optimizing we do will be pointed at all of them, but most importantly, on those who will affect your conversion and sales.

Here are some ideas to keep in mind on your site. Let's take an example of two end searchers looking for their next smart phone:

Janice Presenter. Janice is the classic competitive; she always wants to be a step ahead of her colleagues, clients, and friends. While she's not an early adopter (too many bugs), she's interested in owning something those functions better and smarter than the smart phone she has now. She wants people to be impressed when she sets it down on the conference room table. She wants a few features she can brag about and show off.

Steve Value Shopper. Steve's the classic methodical buyer'; he wants value. He wants the most for his money and couldn't care less what others think. He wants reliability and practicality. Price is important. To make a decision, he needs an abundance of data and the ability to compare phones side by side.

Now that we know about these two end searchers, it's our job to present relevant content to them. On a universal search results page, they'll be attracted to two different things.

Janice will be attracted to:

· Crisp, detailed images
· A 3-D view
· Articles and content referring to "best smart phones" and containing information relevant to her need to impress
· An executive summary of the smart phones she would consider
· Content referring to new features and benefits in smart phones

Steve, however, will be attracted to:

· Links to objective third-party reviews
· Customer reviews
· Comparison charts
· Available deals and offers
· Detailed spec sheets

Knowing the different types of end searchers also helps us plan the substance of the content they need and the media to deliver it.

When launching a whole new business line, go through all the content for each area and decide which piece of content has to be delivered as:

· An article
· A blog post
· An image
· A video
· And so on...

This kind of optimization a far cry from H1 and meta tag optimization, but it's what we'll need to drastically improve the end searcher experience. We want people to come to our site, make it clear and attractive, but also speak clearly to the widest range of searchers. Your product(s) and opportunity will speak for themselves.

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