It wasn’t going to be cheap, but Anna figured that she’d outsource all of her online marketing to a company who knew what they were doing. She’d spent the past two years working really hard to build her service business offline, and was hugely successful at converting customers face to face. Now in a phase of expansion and growth, Anna decided to target strangers as well as friends.

The five figure marketing company came in and rebuilt her websites. They optimised everything to within an inch of its life, making sure that search engines would love, and more importantly find Anna. Her website visits increased, but her visitors didn’t stick around and crucially they didn’t bother to pick up the phone or email either. Anna was stumped, she’d done everything right, but she began to think that her business wasn’t capable of converting people she’d never met, or who hadn’t been recommended to her. She was wrong. Blinded by a marketing tactic, Anna had forgotten one thing.

Behind every website traffic statistic
is a human being who wants to matter

Anna’s website might be optimised for search engines, but it wasn’t optimised for soul and emotion. Everything that Anna knew about connecting with people offline had been stripped out of her online presence and that mattered to potential customers.

Google can’t really optimise what the non-average, exceptional, client you would kill for wants to buy. Google can’t optimise your purpose, your heart or your soul, your art or judgement, your professionalism, enthusiasm or intention. It’s your job to give people a sense of that even if you’ve never met them.

How are your optimising for soul and emotion? What kind of SEO are you doing?

Image by Alexandra Galvis.