Linking Search, Conversation, And Your Site

When you enter your query into a search engine, you are beginning a sophisticated conversation with a machine. It's a magical experience, talking with computers in this way, and it's the main reason Google has become one of the most legendary companies in the very storied history of the Silicon Valley. It's also the main reason that you have to change your approach to conversing with your customers via the web: If your site isn't responding to your customers the way Google does, well, in the long term, you're toast.