Spatchcocking & SEO

I’ve been passionate about cooking for about 10 years. I love pouring over the appendix part of the cookbook to learn about specials tools, cooking styles and definitions. In my most recent version of Martha Stewart’s Food Magazine I came upon on article about spatchcocking. Immediately intrigued (mostly because I had never heard of the term) I read 3 pages of how to spatchcock, what knives to use to spatchcock and what temperature to cook poultry that has been spatchcocked. What was missing though was the “why”. Why spatchcock? Why spend 15 minutes and buy a special pair of poultry scissors to flip around the legs of a chicken to go a direction God never intended them to go? Why is butterflying a chicken superior? Since Martha knows her stuff I suspended disbelief and tried it and it was outstanding. The drippings from the fat in the legs was dispersed throughout some of the tougher parts of the chicken, it presented beautifully and salvaged some of the bird that may sometimes get overlooked. I’m now an evangelist for spatchcocking.

How often do you tell your clients they need something but don’t explain why. “KPI’s are one of our important execution strategies”, “Cross channel keyword research takes more time but is imperative to success across different networks”, “Link citations are necessary to local search algorithms”.

Recently we improved local search results for a client for whom we’d provided natural search results, but we didn’t provide additional metrics for Local Search to distinguish why both Natural and Local Search were relevant to their listings. Once we provided results, there was a better understanding of “why do I care about this.”

What you tell clients or customers they need is important, but telling them why creates better understanding and expectation.