There is one critical differentiator between these models. Search engines are more than
directories of names and addresses. They index every word of your website, offering a
richer representation of your business, and then attach that data to a geographic location
if one exists. Today, users can search by physical location or keywords. As you can see in
Figure 2-1, Google can find Armand??™s store by keywords (???hip hop records???) or by
location.
This abrupt exposure has forced companies to reexamine their content. Marketers are no
longer able to control whose hands their brochures fall into, and by publishing on the
Web, they are effectively inviting a billion people to learn more about their business.
Some people might type in ???detergent.??? Others, ???discount detergent refills.??? Still others,
???environment-friendly detergent alternatives.??? Each combination is going to bring up a different
set of results, but at the top of each ranking will sit the company who wrote about
these topics in plain, clear, concise language.
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Figure 2-1. Businesses can be found by keyword or geographic location.
To be found, you need to say something
Here??™s the reality: people search with words that make sense to them.
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