Appeal To Multiple Personas

Your website must appeal to different personality types:

  • Spontaneous
  • Humanistic
  • Methodical
  • CompetitiveBelow is a list of the four personality types and the questions they will want answered on your website:

A person who has a competitive personality is decisive and looks for the bottom line. This personality asks ‘what’ questions. Regarding your hotel, this person will want to know location, comparison to other hotels, and star rating systems.

A person who has a humanistic personality appreciates a hotel with a friendly staff that is helpful and polite. This personality asks ‘who’ questions. He/She wants to feel good about a hotel and values learning about the experience of others who have stayed there.

A person who has a spontaneous personality is impulsive and appreciates a personal touch. This personality asks ‘why’ questions. He/She avoids cold, hard facts and wants to know if the staff will help her, or if there is a restaurant or nightclub. This personality type will be impressed by silky sheets, quality toiletries and special touches.

A person who has a methodical personality likes to see the hard facts and wants to see the information presented in a logical manner. This personality type asks ‘how’ questions. He/She is not impressed with the personal touch and will look for things such as check-out times, prices, and what comes with the room.

Relationship with search engines

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By 1997, search engines recognized that webmasters were making efforts to rank well in their search engines, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms in an effort to prevent webmasters from manipulating rankings. Due to the high marketing value of targeted search results, there is potential for an adversarial relationship between search engines and SEO service providers. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web, was created to discuss and minimize the damaging effects of aggressive web content providers.

Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban. Google’s Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients. Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, chats, and seminars.

Major search engines provide information and guidelines to help with site optimization. Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Bing Toolbox provides a way from webmasters to submit a sitemap and web feeds, allowing users to determine the crawl rate, and how many pages have been indexed by their search engine.