Search engine optimization is the topic of a lot of conversations in marketing. Google adjusts its search algorithm around 500–600 times a year. Most of the changes are minor, but occasionally Google rolls out a "big" update (such as Google Panda and Google Penguin) that affects search results in significant ways.

We work with clients to maximize their websites for search, but consider something even more important — make people want to search you.

The reason why people don’t know about your service or company is not because they have looked for you but couldn’t find you, it’s almost certainly because they never felt inclined to look.

Simply being number one in search is unlikely to solve that.

People need to be stimulated to learn about you.

This is the job of marketing. Finding a way for people to be persuaded to learn about you. In other words, persuading them to seek the information, rather than pushing it toward them.

We all have access to all the information we want.

Part of your answer is going to be creating desire. 

And that takes bold clear messaging.

Posted by David Bellerive. David is Vice President of Creative and Interactive for the Phoenix Group