Q: What is the danger of focusing all your writing efforts on the search engine spiders and ignoring your prospects? How should SEO writing be balanced between search engines and prospects?
Danny Sullivan: Getting people to your site is only half the battle. You want them to convert. It's like having a big promotion to get people to come to your store; but then when they walk through the front door they see a big brick wall in their faces. Where are the products? What do you want them to do? The "arrival" page someone sees when they come from a search engine into your site should clearly show how your site will satisfy the original query and easily guide users to the destination you have in mind.
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