Sunday, December 10, 2006

Search Engine Optimizers: Creative and Don't Know It

Successful Web sites combine both left-brain analytics (KEI indexing, keyword phrase/density) and right-brain creativity (content that meets the wants and needs of the intended audience).

If you're a Web site optimizer, and see yourself as someone totally void of what you think we mean by creative skills, you could be selling yourself short.

"I can't sing," you say. "I can't dance, I can't write poems, novels, and screenplays. There's not a creative bone in my body."

Fair enough, if you'll join me in a new look at the idea of "creative." Too many engineering personalities think that creativity applies only to the performing arts, or to writing or to any of the other so-called "soft," esoteric disciplines that do not rely on the use of numbers.

When they define creativity that way, they follow by asserting that creativity has no place in a world where, as Lord William Kelvin (noted mathematician and physicist, 1824-1907) proclaimed:

"Anything that cannot be measured has little value."

By the way, Lord Kelvin also stated that "Heavier-than-air flying machines are impossible." Here's another one of his bonehead observations:

"There is nothing new to be discovered in physics now."

So, why not take another look at this thing called creativity. Case in point...

Who Can Forget?

Remember Steve Wozniak? Does that ring a bell? It should. Steve Wozniak designed the first Apple computer for Steve Jobs, CEO of Apple Computer, Inc. Now, would you consider Wozniak a left-brain analytical engineer? Oh yes. Would you say that he was also creative? I'll let you answer that one. How about Frank Lloyd Wright, the architect, one who lived in a world of math, geometry, stress transforms, platform coefficients, plus a host of other analytical elements. But was he also creative? A long list of visually stunning structures across this country will answer that question.

Then there was Carl Sagan, the astronomer. How left-brain is astronomy, huh? A lot, you say, and you'd be right. But was Sagan creative? Did he bring astronomy into our homes and into our lives in ways that helped us understand the wonderful workings of the universe?

And if we took the time to explore the creative talents of Albert Einstein we'd be here all day and all night. I don't remember if it was Einstein, Edison, or Mark Twain who said, "Genius is ten percent inspiration and ninety percent perspiration."

Maybe all it takes to unleash the creative side of someone who thinks they don't have one is to coax that person into generating a little perspiration.



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