So, you do the obvious thing. You go to Google. And you type in “buy espresso machine.” (*) [Throughout this
ebook, whenever there’s a screen shot, click on the asterisk and you’ll get taken to the relevant page. I promise
that you don’t have to see the screens to make the book understandable, but hey, they’re there if you need
them.]
Of course, you’re not ready to buy an espresso machine right this second. Even if the perfect machine at the
perfect price from the right vendor appeared in a Google ad at the top of your screen, there’s no way on earth
you’d buy that machine right now. Right now, you’re just looking. You just want to learn about what’s going on.
So, you do your search and find way more than 820,000 matches (*). The first few are triumphs of Search Engine
Optimization (SEO). These sites sell espresso machines and have done a great job of getting listed high up in the
Google results. But that, of course, is not what you want. You don’t want to only see the listings of machines, not
yet. You want to understand what’s important, what matters, what’s worth it. Seeing the machines now is like
shopping for a car before you know how to drive. Without meaning, it’s a waste of time.
