What is Engagement Optimization or “EO”?
I came across this ad today at Search Engine Watch:
So this naturally got me asking, “What’s Engagement Optimization?”
The bad news is, I don’t have a great answer for ya. It seems that the closest thing that came up on Google was “Septic Engagement Optimization” which had something to do with sewers.
The good news is, this is exactly the phrase that I’ve been looking for the explain what SEO should be about. “Engagement Optimization” (EO?) is a wonderful term to encompass the process of courting your traffic. Let’s face it- the reason you are doing Search Engine Optimization is to get traffic. But just getting the traffic to show up at your site isn’t the be-all-and-end-all of this gig. In the end, your job is to lead people to take an action. Hell, we can likely narrow the definition even more than that… the purpose of an SEO could be said to be…
An SEO makes solutions for searchers available more quickly, easily, and comfortably.
When you think of SEO this way, it makes the idea of Engagement Optimization all that much more interesting. Engagement Optimization might lead you to ask questions like this about the sites you promote:
- What pieces of this site serve no purpose and detract from the user’s experience?
- Does my writing suck so bad I should hire someone to improve the user’s experience
- Who would be engaged by this site that I’m not marketing to?
- Does this site actually offer what I’m optimizing for?
I’m going to let this idea linger for a while before trying to answer any of these questions for myself… but for those of you know are into domaining, you’ll be dissapointed to know that I just snagged www.engagementoptimization.com. It’s a good day!
-Brad
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