When it comes to creating great search engine optimization tools, there is nothing which is more important than being focused on a specific customer need or desire. Think of the internet like a huge bookstore. What do people go into a bookstore to do? Well, they either go to read good content or to buy something which will help them to fulfill a need or a desire. However, a great deal of the people who go simply to ‘look around’ end up buying something in order to fulfill a need or desire which they had before they came in. How does this happen? Well, I can tell you this much, if you can understand how this happens then you can become a search engine optimization genius in no time.

The internet is like a big bookstore in that it is content driven. Think about it, even people who buy things online have to be led to that offer by some form of relevant content. Understanding how this happens it the secret to good search engine optimization.  Think about this, the person begins by going to the bookstore itself: they log onto the internet. Now if you are the person standing right out front making your offer to everyone who walks in you are going to end up talking to a lot of people who do not want to buy. This is a waste of time and if you were paying for the right to do so, you would be wasting your money.

You see, right now if your search engine optimization is too general you have people passing by your site while you are busy trying to sell to someone who does not want to buy. Instead, they are going to the section where they might be able to find what they want. This ‘section’ is going to be your niche. Now, you may be thinking that if you stand at that section and market your book to everyone who comes there that you’re going to make a lot more sales. True, but we are still not being specific enough.

Your search engine optimization needs to have an approach which is designed to draw in a specific type of person within your niche to a specific offer to fulfill a specific need or desire. In other words, if someone goes into a book store to ‘look around’ you don’t want to jump up and down in front of them and offer them six different products until they decide to buy one. Instead, you want to have an offer that is so specific and unique that it connects directly with a specific need or desire in that person’s life.

For instance, the person who walks into the book store to ‘look around’ at the self help books may be having a problem with fear of rejection. However, they may not be thinking about that when they come in. But if they happen to come across a book called ‘How to overcome the fear of rejection’ the game of convincing them to read it is over if they begin to read it and they like what they see, they are probably going to buy it. This is a principle which Tim Ferriss talked about in ‘The Four Hour Work Week’ when he said: it is easier to fulfill a need than it is to create one.

Therefore, in relation to your search engine optimization, sit down and picture someone walking into a bookstore, this person has the problem that your product can solve. Work on creating content and an offer which specifically addresses this issue and watch how quickly you become relevant to the search engines.

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