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Dynamic Semantic Clusters: Where user experience begins | Content Strategy Forum
Be careful, therefore, if you are thinking of Google simply as the vector that brings the user to your site so that their user experience can begin. Google is the engine by which the reader creates their own experience by clustering many pages of potential interest. That dynamic semantic cluster itself is where their experience begins.How “Keeping it Real” Became the Next Thing In Marketing - Plus Your Business
Trusting strangers with your fate, however, requires something more than just having a great product to sell or a needed service to offer. People, primarily, do business with people. Whether you are a brand or a small business or a single individual who has created a brand value around their name, the challenge is the same for everyone: how do you make real contact in the first instance? The kind of contact that leads to a mutual sense of understanding and trust developing? The answer is also the same for all: through making contact at a very human level.
once a connection is made by someone typing in a brand name or other search query and then clicking on a site it creates a connection in Google's eyes. The search engine can then store that info and use it in the context of unlinked mentions around the web in order to help weight rankings of particular sites.