| When you look at your website, what do you | | | | To get back to the title of this article, when a |
| see? | | | | searchers lands on your page, are they, in under |
| Do you, its author, understand its purpose? | | | | 10 seconds, 1) able to determine what your page |
| If someone woke you up at 3 AM in the morning, | | | | is about? and 2) able to discern whether your |
| shook you from a deep sleep, and asked "What is | | | | pages answers their question? In other words, |
| the purpose of your website?" Would you, though | | | | can they understand your website?!? |
| foggy headed and surprised, be able to answer | | | | As you read, you are probably asking yourself, |
| that question in under 10 seconds and in one | | | | How do I assess that? |
| sentence? | | | | First, does your website pass the 3 AM test? Is |
| Now put yourself in the role of your readers. A | | | | there a good page title within the browser title |
| user types a query into the search box of a | | | | bar and at the top of your content? On your |
| search engine. They are essentially asking a | | | | home page, besides a good page title, do you |
| question at this point. A search such as "Italian | | | | have a purpose sentence that is visible above the |
| restaurants Minneapolis" is an abbreviated form of | | | | fold that searchers can easily read? |
| the question "What Italian restaurants are in | | | | Second, are there elements on your pages that |
| Minneapolis?" Searchers typically add adjectives | | | | hinder searchers from reading? These include |
| like "best" to their queries, so "best Italian | | | | extraneous flash or jquery elements, poor or |
| restaurant Minneapolis" now becomes "What is the | | | | annoying advertising (or both!), pop-ups, |
| best Italian restaurant in Minneapolis?" | | | | pop-overs, etc. Do not impede a readers ability to |
| The resulting SERPS are potential answers to that | | | | read your site. Otherwise you have missed the |
| question. | | | | whole point! Provide superior customer service by |
| Is your website answering questions? | | | | creating a website that is easily understood and |
| It is solving a searchers problem? | | | | easily read. |