The goal is to get to the point where people search for you, your business, your band. When Google was making its initial ascendancy, people set the goal of being at the top of a category. They wanted to be the number one result when people searched for sales software or shoes. But particularly with the rise of social media, you really need people to search for you. You want people typing your name into Facebook, Twitter, or Google. It may not be the same volume of people who search for a generic category, but they will be a dedicated audience, an audience others will have trouble stealing from you. They will be people who want what you bring to the table. They may not be able to describe it, but they know that you, your band, your company embody it. - Cris
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