Where’s Waldo? You know him, the goofy-looking guy in the red and white striped shirt and cap. Even though he’s often lost in the crowd you know exactly what to look for to find him. But what if, unbeknownst to us, Waldo got a makeover in every new puzzle? What if the red and white stripes were traded for blue and gold? Sure, after some hunting we might still be able to pick him out of the crowd, but would we be sure it was him? Would we recognize that signature Waldo style?
Those red and white stripes are looking pretty important now, aren’t they? The same principle comes into play when we search for things on the web. If your potential clients are searching for a specific term, you want to make sure you’ve used it on your site! But how do you know what those terms are that people are looking for?