Google’s Golden Rule
Do Unto Others.
Google is very clear that as a web author, you must provide useful and relevant information to your audience. This concept is Google’s Golden Rule and is the first and most crucial step in gaining Google’s good graces.
Too many website authors (and owners) worry far too much about Google and forget the real reason why they have a website. Unless your website is for your pleasure, your website’s purpose is to provide useful and relevant information to your audience. Naturally, sales will follow, but you must have content first.
Google is not your audience; your customer is your audience. Google cares far more about your customers than they care about you. Google doesn’t care about you at all. So stop worrying about Google (Bing and Yahoo, too) and start concentrating on making your customers happy; do this, and good things will follow. (Your rank in Google will most likely improve too!)
Why You?
The odds are that your business looks much the same to the average consumer as your competitors. So why should anyone buy anything from you? Is it price, service, location, convenience, or something else? Whatever the reason is, you must be able to answer this face-to-face or online and stand out from the competition.
Except for impulse purchases, customers weigh and consider their choices before opening their wallets. As a marketer, you must be able to tell the consumer exactly why you are the best choice instead of someone else. Therefore, it would be best if you communicate your Unique Selling Proposition; bigger, better, cheaper, or whatever it is. Your website must answer your prospective customer’s needs.
Needs and Desire.
Customers all buy to fulfill needs, reasons, and desires. Therefore, you must show prospective customers that you can satisfy them better than anyone else. Maslow’s Hierarchy of Needs gives an insight into the consumer psyche. The better you can fulfill these needs, the more likely you will make the sale.
If you apply your Unique Selling Proposition to each of your products or services, you can write compelling copy to fill your site with information that will drive sales. How does your product or service benefit your customer? What need does it fulfill? What are the features, benefits, advantages? You need to stand out from the crowd and prove to your customers that that only you can satisfy their needs. If you do this then you will have fulfilled Google's Golden Rule.
Be relevant, write useful ad copy, fulfill your customer's needs and desires, and the rest is easy.