Focused Presentation Internet MarketingBy: Jeff Frieberg
You've got this Dream of a Web Site in your Mind's Eye.
You're Web savvy, or maybe you're not. But, either way, you've got this Vision of a Presence on the Web: Get Noticed,
But How? What To Do Next?
You've got to get in on the Marketing Revolution, and make the Jump to the 21st Century. Most likely, you're an Entrepeneur, or in Management, am I right?
You're used to handling tough, fluid situations, like this Web Site Deal, right?
But, It's easy to make mistakes, and waste a lot of time, & effort, and (by the way) Money.
The most common mistakes are made when we just choose badly, either through innocent ignorance, or ( worse), through innocent conceit. "Innocent conceit" is when we innocently think we know-it-all, based upon past success.
Being used to successfully tackling problems in business, we sometimes begin to assume ("ass U me") that we are likewise Great at everything.
We also apparently sometimes assume we can become instant Web Site Experts, Artists, & Promoters.
Well, Please, Don't Try This One At Home, Alone, because the Web is Unforgiving.
Successful Web Site Development Is Dependent Upon Two Basic Elements, Meta Tags: Title, Keywords, Description, promotion to the search engines. However, these have varying degrees of importance, which, I think, may surprise you, as follows.
Meta Tags are written in html code, and are what the Search Engines like to eat for breakfast. Tastiest of all is the <TITLE>title</TITLE>.
This is Not the actual Title Of Your Web Site. It is the html code for the special <TITLE>title</TITLE> which the Search Engines will read and index. Some Search Engines attach the most importance to this piece of data, found in the html code of your web site. It is a big KeyWord, or Search Term.
Don't bother putting your name or company name in the <TITLE> unless you're famous already, and people will be searching for you by name.
Do not dilute the <TITLE> with a lot of extraneous comments and words. You will lessen it's force and it's influence upon the Search Engines.
By the same token, a good <TITLE> can be packed with relevant keywords and made to work strongly in your behalf.
For instance, if you are in Real Estate, a good, hard-hitting <TITLE> would likely be, "Real Estate, Investments, Properties, Homes, Apartments, Rentals, Condominiums, Real Estate Listings!"
A really bad <TITLE> would be, "****BOB SNERDLY MEGA-REALTY CO., BEST LISTINGS ANYWHERE, **BEST CHOICES**, LICENSED PROFESSIONALS WILL HELP YOU FIND WHAT YOU WANT****!!!
First, this example says Nothing the Search Engines are interested in. Second, which word would anyone be searching on?
The <TITLE> is what will pop up first when someone searches keywords. It's what they will see first. It should contain words you think people will be searching on.
There are a zillion Nasty, Evil, Dirty, Dangerous Little Search Engine Tricks for the Uninitiated to be wary of!
Keywords are the Words the Search Engines use to help find you. They are the aroma of Search Engine breakfasts, and tell them what they are dining upon. Not as important at all, as the Title, really!
However, these Words must be precisely chosen, blended cunningly, and not over done. There must Not be too many of them, and they must act to concentrate the main flavor you are seeking to convey.
Keywords must be concentrated in a certain percentage, counted, they must be repeated, but matches may not touch, or be side-by-side, and More. For instance, a keyword can be more powerful alone, because it is then more concentrated, more potent in the jaws of the Search Engines.
An example would be if one is selling Annuities. The main keyword(s) could be, simply "annuities, financial, investments, Annutities, retirement, annuity, stocks, bonds, Annuity."
Be sure to mis-spell the word if necessary, if it's a word people might mis-spell: "anuity," etc.
This is better than a list that goes on & on, like, say, "annuities, financial, stocks, bonds, financial software, newsletters, seminars, DOW, Dow Jones, DOW Dogs, trading, stockbrokers, investments, stock brokers." etc., for the "thousand characters" I have seen recommended.
It is Not how many keywords you can cram in, but how cunningly they are chosen, and well you concentrate their power. Words like "buy, fun, boy, girl, your, new," and many Others, just won't help, and can actually hinder your promotion.
Also, note there are zillions of little tricks, like making the words plural, rather than singular. Obviously, most plurals contain two words, but singulars contain only one. The Search Engines know this very well.
Keywords are for the technical expert to come up with, in most situations. It is really a matter of experience.
Descriptions should talk about what is actually on the Site. Do Not talk about yourself or you company or how "Great" you and they are. Nobody cares.
Show what you Got.
What can you Do for "me?"
Why should I bother with Your Site?
What's on that there Site?
. . .and make it Good.
Descriptions must be Limited to 150 characters, including spaces!
Promotions is a Category unique to itself.
Promotions is not just a simple matter of plugging in the software and launching to the Internet.
After selecting the most effective <Meta-Tags>, and filling in the forms in the software, you can't just launch, and walk away.
You must have already done everything else correctly, previous to this step!
Is your site done in "Frames"?
This is a black-and-white issue. A site in Frames has only One URL, or Address.
Frames makes no difference in some of the Minor Directories, since you're only supposed to submit a single home (URL) page to them. However, on some of the robot-driven engines, if your site is in Frames, then your site has only one URL and can get only one listing!
Whereas, if the site is not in frames it can get many listings, one for each page. The more pages, the better. Further, the single listing for a Framed site won't get any kind of ranking, because it's just a short block of code.
There is only one sensible solution for promoting a framed site: redesign it without frames.
Is your site using CGi Technology ?
Sites that use CGi technology are all generated "on-the-fly," with a cgi script, by the Host computer. In essence, the Pages don't exist, until they are "asked for" by a visitor clicking on a URL. At this point, they are created. Therefore, it's impossible to get any listings on the robot-driven search engines, since these types of CGi pages are "invisible" to them.
CGi-driven Sites are mostly Not Promotable.
One could promote the home page of such a site, especially on the minor directories, but since all the "pages" of a CGi driven Site are essentially identical, they might be eternal conflict with each other.
In situations where CGi-driven Parent Sites host "Clients," or tenants, or "stores," the same problems might apply to the tenants' web Pages.
Even the Promotion of true home pages in such a Site may have very little impact on the robot-driven engines.
CGi technology should be avoided. However, there are sometimes "workarounds" available.
© Copyright 1999, Jeff Frieberg, The CyberEye ®, 1998,1999
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