Every Snowflake is Unique. Are You?

Perhaps your mother loves you. (I hope so; I hope I’m not opening any wounds, here.)

But here’s the thing: Search engines aren’t biologically programmed to do the same. In fact, they aren’t biological at all. They’re logical. Tech-no-logical. Robots don’t love you, no matter what watching Steven Spielberg movies, Star Wars, and Terminator films may have had you believing. I know this may be hard, but you need to separate yourself from your fantasies of Googlebot as R2D2.

There are many snowflakes on this cold, icy and loveless glacier we call the Internet. What makes you unique amongst the snowflakes? Do you have prettier edges? Are you more crystalline? Are you whiter? Are you the proverbial yellow snow that should not be eaten?

Make your web site reflect that, even if you’re yellow snow. Some people like that kind of thing — the Internet was built on that kind of content. Search engine logic loves that kind of thing: communities grow around the eating of yellow snow, links spring up, and you become unique. Uniqueness is algorithmically recognizable, and will earn you the closest thing a search engine has to love: attention and traffic referral.

Unique Value Propositions have been the basis of marketing for years. The internet has not changed this equation. If anything, it encourages businesses to engage in true self-reflection on what they can offer that someone up the street cannot. If that means pouring blue liquid on yourself and calling yourself a snowcone instead of a snowflake, that’s what it may take to drive traffic to your business, whether online or offline.