Felicetta notes how many results simply do not provide what searchers need.
How many of you are frustrated when you are trying to find a new vendor, or a new product, and you instead are fooled by spammy link farms, or simply sites that do not really suit your needs?
Organic search results - those that are indexed by the search engine spider, then run through a series of formulas, or algorithms - are generated by content found on a site, as well as Title and META tags. By including the content searchers are looking for, you are serving on of the formulas requirements: relevancy.
Relevancy is the key to generating qualified leads, bringing you that much closer to the sale. It is the connection made between you and the searcher. If that connection is not made, or broken, you will likely lose the sale.
Understanding the basics of relevancy and customer need combined with tailoring our sites and messages can help to improve the quality of search results - and business! I know it's not like saving the Earth, or global warming, but it's a start to making information, communication, and maybe even the economy, better.