Focus On Goals, Not Actions

Last week, ReadWriteWeb published an article on Facebook and their universal login initiatives like Facebook Connect. The article bore the headline “Facebook Wants to Be Your One True Login”. The keywords in the headline pushed the article to the top of the Google search results page for “facebook login”, as a latest news result.

While the article was number one, a curious thing happened. Hundreds of Facebook users arrived at the article, presumably wanting to login to Facebook. They didn’t understand that the page they arrived to was not actually Facebook…