What sort of search engine magic does a company like Google work to deliver results meant to please and satisfy those who use its services? Truth is, it isn’t magic at all, and neither are the finer points of accomplishing this perceived magic very magical.
Details obfuscate purpose, and correlations can often obfuscate the bigger picture: causation.
When you try to determine how best to entice and engage customers, the search engine optimization tactics you employ have a way of distracting you from what is most important. So many correlations, so many microscopic examinations of efficacy, so much attention to a surfeit of arcane SEO advice can lead to a myopic view of how customers want to interact with you. Like a magician’s slight of hand, these tactics redirect your own attention from the true magic that is happening elsewhere. In essence, the closer you think you are, the less you’ll actually see.
When a business focuses on an over-abundance of ‘expert’-recommended small stuff, it typically misses the point, which is: How can you provide the best product for your customers? How can you satisfy, even delight, your customers? How are you going to make each and every customer feel you are there just for them?
The goal of your efforts shouldn’t redirect the attention of your customers. It should be based on moving beyond mystification to deliver the experiences your customers actually want and tailor those experiences to each customer, one at a time. ‘Big data,’ that merger of lots of data points with a variety of data sources and real-time delivery, is your best opportunity to move beyond correlation and into the big-picture realm of causation: If you understand more of what your customers want, you are in a better position to deliver it. The secret both you and your customers are looking for, the secret a company like Google has long since discovered, is customer-centricity.
Is slight of hand the answer? Hardly. Once you understand the magic behind the magic, you learn how to identify the reasons why your customers should care about you and buy from you in the first place. Then you don’t have to deliver the magic of magic; you can deliver the magic of value.