Imagine with me for a second… someone has just arrived at your website, and this person has no idea what you’re talking about. And this is an important visitor.
Pretend further that this single visitor could make the difference between success and failure for your business. She has no time to waste poking around your site trying to figure out what you’re all about, so she immediately picks up the phone and calls you, demanding an explanation.
What do you tell her?
You’d likely explain by giving her the essential information about how you can help, and why you perfectly meet her needs, right? And I’m betting you’d want to explain it in the most compelling fashion you could, given what’s riding on the deal.
In a nutshell, that’s what Google wants you to do with the content on your site.