SEO? Wait - what you really have to have now is BFO.

I think it was about 1995 that I built my first website, using the rudimentary tools of the day (you didn't need to be a real programmer back then, you just had to figure out this pretty basic stuff called HTML. Web Tech For Dummies - that was my speed!)

Back then - this was pre-Google, mind you! - the search engines would rank your website according to keywords. So you wanted to pack your site with desirable words that would help you get "found" and noticed. This was the earliest form of what came to be called SEO (Search Engine Optimization).

(fun fact - even back then, people were figuring out how to cheat. One tactic - which I did use, by the way - true confession! - was to "hide" extra keywords on pages by typing them in white text, on white background. Ever since the early days, it's been a constant battle between SEO manipulators and search engine designers!)

But let's step back and think about this, as I did when reading a content marketing newsletter this morning. When it comes to gaining attention on technology-based web platforms, you have to optimize the content so it's noticed. That's how you stand out. In a crowded world exploding with information, somehow your message has to rise above.

Is it any different for all other forms of communication?

Nope. Same idea. Only in this broader case, it's not about lighting up the search engine algorithms. It's about lighting up the human brain.

If you're a communicator of any sort, THAT is your perpetual challenge.

Let's call it Brain-Friendly Optimization (BFO).

BFO works because it obeys the rules about how the brain wants to find, process, and retain information.

What does it mean to practice BFO in all that we do? Well, first and foremost, we need to front-load our communications with something that is relevant, specific, and gets right to the point. <-(that last link will introduce you to the brain's Reticular Activating System - our neurobiological filtering mechanism - which is the key to practicing great BFO.)

In my half-day/full-day/live/virtual Clarity workshops for clients, I teach the principles, best practices, and practical shortcuts to achieve Brain Friendly Optimization. This isn't just for marketers. This is for leaders, executives, managers, trainers, salespeople - anyone that needs to communicate and collaborate effectively. BFO is truly your new BFF when it comes to making your emails, presentations, pitches, and meetings more effective!

SEO is now exceedingly complex, and ever-evolving. BFO, however, is governed by simple and practical rules that anyone can learn and master. It's the ultimate competitive advantage.

Steve Woodruff is the author of?Clarity Wins?and the creator of the Clarity Formula for Effective Communications. He facilitates workshops for life sciences companies looking to equip their employees with superior communication skills.?#workshops #courses #consulting #coaching