Optimizing Search Capabilities for Your Business


Search Engines Optimization

There are many different aspects of your business and when you put them all together, they equal a dynamic, attractive, valuable, compelling offering that other people come to realize they can’t do without. One important aspect of your business is the search aspect. It is critical that you set it up so that other people can find you easily and once they have found you, they will want to reach out to you.

 Pay homage to the search engines

It is important for you to understand the role that search engines play and how they relate to your business. One very important fact is that the purpose of search engines is the help online users to find what they are looking for. If you think about that concept, it means that the search engines are not concerned with you or with your business. They are only there to serve the online user and to satisfy their wants and needs.

With that in mind, it is important to focus your thinking in a certain way. In other words, you, as the content contributor, must make sure to optimize your content for the benefit of the online user as well as for the benefit of the search engines. In fact, you really have no choice in the matter, whether you like it or not. You must work with the search engines in mind at all times. 

The advancement of the online users

The online users of today are not the same online users of yesterday. They know a great deal more now that they didn’t know before. Of course, that puts them in a much better position when it comes to knowing what they want and taking steps to get what they want without having to rely on other people. That independence is truly empowering. Because the online users are so focused, they will waste much less time than they would have in the past. With that in mind, you should understand that psychology plays a significant role in what and how you offer. That also means that you can get inside the heads of your online users more easily and thus be able to give them what they need more easily as well. It is a known fact that psychology plays a significant role in the search aspect of your business. Psychology motivates people to search for specific things and it drives their decisions once they find what they think that want and need. If you are able to gain entrance into the minds of the people who are doing the searching (and, hopefully, finding you and your business as a result of their search), you will be able to successfully sway your prospective clients and existing clients when it comes to the decisions that they will make about whom to choose.

Gaining entrance into the minds of your prospects and clients 

In order for you to customize your content to your prospects and clients,  you need to understand who they are, where they are, and how they think (to a great extent). Before you can successfully accomplish that, you will need to do your homework. Your homework includes market research and interactions with existing clients. If you manage to have an open discussion with those people, you will gather a great deal of valuable intelligence that you can apply to your prospects as well.

Writing content that has meaning

Once you have started a relationship with your prospects, they will begin to have certain expectations of you and you have a responsibility to manage those expectations. Your content really needs to speak to your online connections. You should seriously consider offering content that is appealing to a wide variety of people. That includes the written word, graphic images, and videos, if appropriate. It is important to keep in mind that not everyone responds well to words on a screen. Many people are visual and they respond much better to images than they do to words.

Making sure that your content is optimized

Search capabilities have improved dramatically over the years. It is important that you optimize your content for the search engines so that people can find you and begin to interact with you. That is the beginning of the relationship, which will endure over time. Of course, that will only happen if you treat it with tender loving care.


The search capability is an extremely important aspect of your business. You need to make it as easy as possible for other people to find you so that you can start to interact and develop a solid, meaningful relationship going forward. If you provide good search capabilities for your online connections, you will be saving them a great deal of time and effort and they will reward you for it with loyalty. Giving that gift to them empowers them and then you will know that they are with you because they want to be, not because they have to be.

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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.

Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.


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