With Internet marketing what it is today, it’s easy to forget just who your target audience is. Are you designing websites for humans or for the search engine robots? Too often, the robots seem to win out in this regard, and the humans are stuck with sites that, though ranking well in the search engines, offer little valuable content and decreased usability.

Plastic surgery on the Internet is a very good example of this. A simple search in Google for the term ‘plastic surgery’ brings up about 4,260,000 results. The results include pages that, were I a potential patient in search of information, would have little value for me, including the following: a page on awful plastic surgery or surgery that has gone wrong; a site where users comment on celebrities and the possible plastic surgery that they’ve had; multiple doctor referral sites offering no procedural content; and so on.