It doesn’t seem possible, but this is one of those zen aphorisms that rings true because it’s so contradictory. Give up control and gain more control. That’s how search engine marketing works.
Typically, small businesses start off building their website knowing just where they want to go. And that’s the problem. They do the keyword research. Narrow down the list of keywords to target. Write great content for their website. Do the requisite promotions. And no one shows up to buy anything. Why?
The problem is you have too much control. Give it up.
And here’s how you give up control. You simply let the customer have it. They know what they want. They’ll search using the phrases that are important to them, not the ones you’ve picked out of a line up. Your customers will purchase what you have to offer if you offer what they are looking for. So quit guessing and ask what they are looking for. Then provide it.
The way to be successful at search engine marketing is to give up control and to let your customer have it. When you do that, you’ll gain control over your success in the best kind of way.