Chapter 2. How Searchers Work

Management Would Be Easy... If It Weren’t for the People is the whimsical title of Patricia J. Addesso’s excellent book (American Management Association, 1996). Similarly, search marketing would be a lot easier if we did not have to worry about those pesky searchers.

You know the best search words to use to find your hit product, but searchers might not. Searchers might not know your product’s name, or might not be able to spell it. Or they might not know that you call them notebook computers because they think of them as laptops. If you optimize your pages for notebook computers, you sure are going to miss a lot of those laptop searchers.

Searchers are not experts. They are not experts in your content. They are ...

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