Title: What Can You Expect From a Search Engine Optimization Campaign

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Title: What Can You Expect From a Search Engine Optimization Campaign

Implementing an effective and robust search engine optimization campaign is one of the most efficient ways to drive targeted but also massive volume of traffic.  However, there are a lot of misconceptions about search engine placements and what to expect from your employee or company who handles your search engine optimization efforts.  As the search engine marketing industry is getting increasingly competitive, it’s almost becoming impossible to rank high for various competitive terms.  Before you make calculations on what to expect you have to make an initial situational analysis of your website. This includes your current Google Page Rank.  To check your Google Page Rank score, (which is Google’s measurement of how important your website is in their eyes), you can download the toolbar here http://www.google.com/tools/firefox/toolbar/FT3/intl/en/index.html Once you have installed this on your computer, you can check what page rank your website have (a scale from 0-10). The higher score your website have, the better.  If your website page rank is very low (such as 0-2) you really need to get some quality links from websites with a High Page Rank. 

One way to do this is to purchase links on website which possess a high Google Page Rank.  However, be very careful as Google now actively tracks down on websites who actively purchase text link for the purpose of boosting their page rank score.  If the site where you purchase a link from is very open about selling links, please stay away from them as Google may have red flagged this website already.  Linking from them will just boost your spam score in Google and could cause your current positions to slip and prevent your optimized keywords from appearing in the top results. 

Another important initial analysis of your website is to determine how many links are pointing to your website.  A quick way to check how many websites link to yours and your competitor’s websites is to install the Firefox Extensions on your browser (Firefox).  When you search for one of your keywords in Google, you can view much valuable information such as how many links are pointing to yours and your competitor’s site, age of domain, Alexa Rank, Directory listings such as DMOZ, Yahoo Directory and BOTW and much more.  If your competitors have lots of links pointing to their websites, this tells you that you really need to work on your link popularity.  However, quantity of links is not the most important anymore but the quality is what Google is looking after nowadays.  One great way of building one way links quickly is article syndications.   If you write highly quality articles, many websites would like to add your information source on their websites.  However, you need to implement a RSS feed on your website before.  So to summarize, if your website have a low Google page rank and if your site is not linked up well, do not expect immediate results.  It is impossible to say how long it will take to gain measurable results but a ballpark figure would be around 6 months depending on your industry.

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Article Optimization – Promote Your Website Effectively

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Article Optimization – Promote Your Website Effectively

It is a pleasurable challenge writing to ezine and article publishing directories. This is the “sandbox” that most writers are contributing to today. More articles are written and show up as an entry to Google, Yahoo, MSN, AltaVist and other search engines than there are websites. It is much easier to write an article than it is to build a new website. The common person may not be able to build their own website, but he or she may have the talent to be a successful writer. Think of the competition though! Thousands of writers are writing about their content, promoting their website, and sharing their ideas. The numbers are overwhelming! There are a number of things that a writer needs to be aware of when submitting articles.

Article Optimization – If you want your article to show up on page number one of Google, it has to be optimized. Optimization is done by following some of the simple rules called “Search Engine Optimization.”

Choose a high quality article directory to submit to. This will contribute a great deal to getting the article close to the number one spot. You can determine the article directory’s PR rating in Google by installing the Google task bar on your browser and going to the article directory website. Contributing your article to the directory is a very simple thing. You will have to provide personal information, possibly a pen name, your website URL if you have one, and the category you will be writing about.

Use keyword rich content in the title, teaser, and body of the article. You have to do some keyword research and plug them into your article every chance that you can. A good example in this article would be the keyword “article directory.” It has to make sense when you use it. Once every paragraph or two and your readers will not get bored with the article and keep reading until the end of the article.

Use bold, italic, and underline when it seems appropriate with your keywords. Using Google, go look up some of your favorite keywords. You will notice in the list of Google links that the keywords you put in are in bold. Google picks up on the keywords. Let me repeat that, Google picks up on the keywords. In SEO Made Easy, the author indicates that not only does Google pick up on keywords, but Google picks up on keywords that are in bold, italic, and underlined.

Normally, article directories will let you place one to three incidents of anchor text in the body of the article. This is an excellent way to get a link back to your website! Google takes awhile to do this, but eventually it will index the article and register the link. You can work in your keywords in clever fashion this way. If you have a website, and you are promoting your website in the article, this is the opportunity to use the keywords from your website. You will see an example of how to do this in the bio section of this article if you have html turned on.

Use anchor text in the article writer’s bio. Most article directories accept three, others will only allow you one. This is the sales pitch. If you have interesting content in the article and have succeeded in convincing your reader that your contribution is worth investigating some more, they will want to go to your website and look some more! This is the author’s sincere wish most of all, to gain trust and rapport with his or her readers and to start a continuing business relationship. It can be done with a proper close to the article asking for the reader to “come on in, the water is fine!”

Article Writing – If you want your article to be read from start to finish, choose keywords and content that will make sense to the reader. Don’t try to write about nuclear physics to a business crowd.

Determine your audience. This is done easily by entering your keywords into Google. Look at the number of entries returned. An article will be successful if you choose an audience that is not too large that you cannot compete against and not so small that you will only expose the article too few times to too few readers. When starting, it is a good idea to start with keywords that are getting about 30 hits a day at www.overture.com. Normally there would also be less than ten million entries returned from the Google keyword search for your topic. Work on the larger populations when you get this down. You will find innumerable targets and keywords that you can do this with. There is no end to topics available on the Internet. What a rich source of information!

Use original content when submitting to article directories. They have a way of finding out if your content is not original. Article directory submission guidelines always require you have exclusive license that allows your name to be associated with the articles produced for you or by you. So don’t do it. You will get caught!

Enjoy your writing! The world is open to your ideas and more than willing to accept what you have to offer, if it is done the right way!

Ref: Search Engine Optimization Made Easy By Brad Callan

Howto: Free Tips on Search Engine Optimization (seo) – Getting Visitors!

admin    Google Optimization     Engine, FREE, Getting, HOWTO, Optimization, Search, Tips, Visitors

Howto: Free Tips on Search Engine Optimization (seo) – Getting Visitors!

Being new to the world of Blogging, I have been stressing on how to get visitors. What good is it to have a site I put time and effort into if nobody knows it exists? Of course there are many ways, to include word-of-mouth, commenting on other blogs, newsletters, etc, but the way this article will focus on is called Search Engine Optimization (or SEO). SEO is a major deal, and many companies pay their web designers high dollar-amounts to get their site noticed!

So what is Search Engine Optimization? SEO is a method, or an art really, of discovering the inner-workings of search engines (such as Google or Yahoo!) so that we can understand what exactly to do to our site to get it top-ranked on the search engines.

For example, let’s say we go to Google and search for “SEO.” Google returns, as of today, 248 MILLION results of SEO. The number one on the list for me is Wikipedia.org, followed shortly by many companies who offer services in Search Engine Optimization. These sites have spent countless dollars having programmers optimize their site to reach those rankings. But why throw your money away when you can find plenty of sites online, like mine, that offer tips on how to do it yourself? So where do we start?

Before we begin, I should point out that visitors will not arrive at your site overnight. I have been up-and-running for about 2 weeks now and I see around 4-5 visitors a day. Just in the last few days I’ve begun trying to actually get word of my site out there, but I expect at least a month or more before I start seeing real results. Also I should point out to not give up. The number one reason why the sites that fail go downhill is because the authors start giving up, which leads to less updates, and eventually a complete vanishing act.

Web Design: You want to thoroughly check your site for spelling errors, problems in the code, or any other minor errors. You want your meta tags to be clean, with proper keywords to your site. Don’t flood your keywords with irrelevant words to try to create traffic. Search engines used to fall for that, but they are much more intelligent now-a-days.

Study Habits: Take the time to study and learn all you can! If this is the only article you have ever, or will ever, read, maybe you should pack your bags. SEO is a big deal, and if you want to be successful you need to constantly try to get better, even if you think you have it down!

Include a sitemap. Sitemaps are basically a page (this can be a .html file or XML file, or whatever method you have found that works) that has a link to every page on your site. This allows search engine spiders (the term used for their software that “crawls” the web and indexes sites) to easily see every link on your site, and get it all right the first time. http://www.xml-sitemaps.com/ provides an easy, free, way to create sitemaps to your site.

Write Understandable Titles and Descriptions on every page – This is VERY important. Why would a user click on a site that says “SEO Tips” and expect something different? Make sure all of your page titles are related to the content contained. Visitors will not want to come back if they find themselves in a pool of marketing schemes or whatever your flavor may be.

Participate – This is yet another very important factor. If you want to create a blog and have visitors come to your site, shouldn’t you visit other sites as well? This is key to success. Visit sites, see what others are talking about: it might inspire you. And don’t forget to leave comments. Don’t leave comments like “Come to my site,” but try to leave actual constructive comments. This will develop your character and web surfers will be more likely to visit your site.

Diversify your Content – Having a site specialized in a single topic can be fun to maintain, especially if it’s something you enjoy to do, but what happens when people just aren’t interested in reading the same old stuff over and over? Try to mix it up a bit, talk about different things. It doesn’t have to be different every time, but keep in mind that readers like reading new content.

Media – I can’t really confirm if this helps or not, but I have read that YouTube videos on your site increase your site ranking. That being said, whether it increases your ranking or not, videos on your site help your visitors visualize what you are trying to say, which makes them want to come back more!

Get Help – http://www.google.com/webmasters/tools/ is a great place to start if you have a new site. Google has spent the time to develop these tools to assist you in optimization of your site. It will tell you detailed statistics about your site, including broken or missing links, code errors, links to your site, and much, much more. Take advantage of these tools, they are there for you!

That is just a few of the massive amounts of tips that can be found all over the internet. Google SEO Optimization tips is a great search to begin with, if you want to learn more.

Good luck and I hope we all see some traffic soon!

Google’s Search Engine Optimization Starter Guide

admin    Google Optimization     Engine, Googles, Guide, Optimization, Search, Starter

Google’s Search Engine Optimization Starter Guide

Of course, the Google document does not tell you how your website can be listed on Google’s first result page. It is more a checklist of things that you shouldn’t do if you want Google to index your web pages.

If you avoid the following things, it will be easier for Google to index your web pages:

1. Things that you should not do in your web page titles

Do not use web page titles that have no relation to the content on the page.
Do not use general web page titles such as “Untitled” or “New Page”.
Do not use the same title for more than one web page.
Do not use very long titles that do not help your users.
Do not stuff unnecessary keywords in your title tag.

2. Things that you should not do in your meta tags

Do not use meta description tags that have no relation to the web page content.
Do not use general descriptions such as “My web page” or “About kittens”.
Do not use only keywords in the description.
Do not copy the entire content of the web page in the meta description tag.
Do not use the same description tag on more than one web page.

3. Things that you should not do with your URLs

Do not use lengthy URLs with unnecessary parameters and session IDs.
Do not overuse keywords in your URL (kittens-cute-kittens-all-about-kittens.htm).
Do not use too many sub directories (../here/there/down/2/buried/deep/down/content.htm).
Do not use directory names that have no relation to the web page content.

4. Things that you should not do with your website navigation

Do not show the same content with different domains or sub-domains.
Do not mix www. and non-www. versions of your URLs in your internal links.
Do not use capitalization in your URLs.
Do not link every page of your website to every other page of your website.
Do not over-segment your web page content. Users should be able to access any content with a few clicks.
Do not base your entire navigation on drop-down menus or images.

5. Things that you should not do with broken links

Do not use broken links on your web page.
Do not block search engines from indexing your 404 not found pages.
Do not use non-descriptive 404 not found pages. Better use 404 web pages that help your website visitors to find the correct page on your website.
Do not use a 404 not found web page design that is not consistent with the rest of your website.

6. Things that you should not do with your web page content

Do not use text with many spelling and grammar errors on your pages.
Do not embed text in images because search engines cannot read it.
Do not write text about varying topics on a single page without paragraphs, sub-headings or layout separation.
Do not copy content from other web pages that has no extra value to your website visitors.

The SEO tips above won’t help you to get high rankings on Google. They only make sure that Google indexes your web pages correctly. If you want to get top rankings on Google, go to Gary’s website now at Internet Marketing Tips.

Gary’s website tips makes sure that your website gets the best possible rankings on Google and all other major search engines.

Warmly,

Gary Neame

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How to Design a Successful Search Engine Optimization Plan

admin    Google Optimization     Design, Engine, Optimization, Plan, Search, Successful

How to Design a Successful Search Engine Optimization Plan

5 steps to create Successful Search Engine Optimization strategies and improve your website’s organic ranking.

Dear Reader,

You are reading this article probably because you want to learn about Search Engine Optimization techniques and tricks. Perhaps you want to promote your site and generate more leads, increase the revenue, and ultimately bring more business for your site.

Therefore, I gathered some information about search engine optimization subject which I hope you will get benefit from reading it.

Search engine marketing is using the search engines to drive traffic to your website. Consumers are using the internet and for the most part “search engines” to find what they are looking for. Therefore, it’s important for your business to have a website that has a good ranking in search engines.

There are numbers of method you can use to market your website using the search engines; however, I will only cover those that are free of charge in this article.

Organic Search Engine Optimization

This is probably the most common search engine marketing strategy for your website. There are enormous amount of information on the web about organic search engine optimization; however, which one will work for your site?

Learn from my mistake. It won’t happen over the night. You must have a good plan for your website optimization process and dedicate yourself to that plan. Therefore, it’s important to have a well-planed search engine optimization strategy to reduce your chance of failure. Today, there are so many FREE TOOLS available to you that you can use to create a successful plan for your site such as Google Webmaster Tools, GoodKeyword and many more.

I have divided the search Engine optimization planning into 5 major steps.

1. Decide which search engine you want to focus on. I would suggest start with Google, Yahoo, MSN respectively and Lean as much as you can about these search engines. For example, learn what is important to Google and use it your advantage. These information are usually published at their sites and it’s available to the public. In addition, there are thousands of methods that have been patented by USPTS and it’s available to you for FREE which you can study and learn from it.

2. This is an important part of your plan. You have to be realistic. Select your target keywords as narrow as possible. Why? Because if you choose very wide keywords you are diminishing your chance of being successful in your project. Remember, you are not the only one that is trying to optimize his or her site and those who started before you are ahead of the game. So be patient and start from the button and get to the top.

3. Identify you competitors and find out about their strategies. By doing a simple search on Google you can find your competitors and discover their strategies and secrets. Using methods like number of incoming links to the website, website’s contents, number of pages and…est. learn as much as you can about them.

4. Once you have identified all the search-terms it’s time to start the optimization process from your home page and other important pages on your site. In this step prepare the Meta tags, keywords, heading, contents, link tags… Remember, search engine optimization is divided into two major parts; inside optimization and outside optimization. Please note; do not neglect to put relative Meta tags and content for your pages. Although, search engines such as Google, and Yahoo do not put a high value on Meta tags anymore, however not-having Meta tags can reduce your ranking up to 1%. Don’t say 1% doesn’t matter, when you are competing with more than one million pages.

5. Once you have figure-out your Meta tags, Keyword, and contents, it’s time to start the real and more challenging step “outside optimization”. The best and most effective method which so fare has been proven the top strategy for search engine optimization is linking strategy. But be careful of who you are getting link from and to whom you are linking from your website. I suggest link to those sites that offer something valuable to your visitors and exchange link with websites that are in the same market as you are. Link exchanging is beneficial but it can also be harmful. Search engines such as Google puts value on all incoming links to each web page and recognizes them as a vote from one site to another site. Linking strategy is a very complicated and critical subject and I would suggest that you do some research on your own before starting this process and find the best strategy for you site. I have another article “A successful linking strategy” which you can download from my site and in that article I will go over the details of a successful linking strategy.

I hope that by now you have a better vision of how a successful optimization plan should be designed and If you need any information you can always go to my website http://www.websitedevelopmenttech.com and click on learning center, or you can subscribe to my “6 weeks FREE optimization workshop” and get all the details you need to optimized you site.

Wish you all the Best.

Shawn Davari

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Optimization For The Yahoo Search Engine

admin    Google Optimization     Engine, Optimization, Search, Yahoo

Optimization For The Yahoo Search Engine

Most companies today take advantage of the internet as a major marketing and information dissemination tool. To maximize the use of the internet, companies rely on search engine optimization (SEO) to ensure that their websites and web pages muster enough traffic. Although search engine optimization aims to have websites at the top of almost all search engine result pages (SERPs), it’s quite common to see search engine optimization focusing on major search engines like Google, MSN and Yahoo.

— Giant Search Engines Targeting —

It is hard to do search engine optimization resulting to a good ranking in almost all search engines since every search engine relies on different basis and categories on ranking sites. In other words, different search engines make use of different algorithms to determine every site’s importance. Criteria that search engines set for result ranking vary from search engine to search engine. As a result most SEO service providers opt to maximize sites for search engines that can provide the most ideal volume of traffic.

— Google-centric SEO is Short-Sighted SEO —

Most SEO’s would basically focus their efforts to maximize websites relative to Google because it is the most commonly used search engine. But if you take a closer look into the matter, you will conclude that disregarding the searches done through Yahoo could mean a considerable amount of lost traffic. Although Yahoo does not process as much searches as Google, it still consists a good fraction of the searches done on the internet.

— Balancing Google and Yahoo SEO —

Both Yahoo and Google depend on keyword density to rank a website. The only difference is that to optimize your site with the Yahoo search engine, a higher keyword frequency is required. Keyword density is more important a factor for Yahoo than it is for Google; although you don’t need to use the same word or group of words to attain the ideal keyword density. Yahoo will consider synonyms and other word variants that are of the same or related meaning to the given keyword to make up the keyword density calculation. Even the plural from of the keyword is still counted when considering keyword density.

Taking the keyword factor into consideration, though, Google and Yahoo possess a very different approach in keyword density. Since Yahoo is very much keyword-based, you may fear that stuffing your site with too many keywords would endanger your site ranking with Google. However, this is not really the case.

It is true that Google may turn its back on your site because of overwhelming keyword count. But as stated above, your site does not need to contain the same keyword form to attain the keyword density for Yahoo. Taking advantage of the fact that Yahoo counts synonyms, plural forms and variants in assessing keyword density, your site could justify both Yahoo’s and Google’s keyword requirement.

— Yahoo SEO Special —

Content is very important to attain a good ranking with the Yahoo search engine. This refers to both quantity and quality of your site’s contents. Be mindful of relevance of your site’s contents to a given keyword and at the same time make sure that your site is full of it. Adding relevant contents from time to time would also be a good strategy to take the top spots with the Yahoo search engine results pages.

Aside from content, format should not be taken for granted if you want to have Yahoo on your side. Unlike Google’s web spiders, Yahoo’s bot doesn’t dig deeper into your sites pages to index them. It is therefore very necessary for you to create a very good site map to guide this very lazy animal!

And lastly, even though Yahoo is very much into your site’s content when it comes to ranking in the SERPs, don’t forget that inbound links are still very important. Aside from making sure that your site does well with Google when it comes to links, Yahoo will also need the help it gets from inbound links to index your pages.

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What Is Offpage Optimization?

admin    Google Optimization     Offpage, Optimization

What Is Offpage Optimization?

Properly planned offpage optimization will make the difference between your website ranking #900 on Google, to ranking #1! So, what is offpage optimization anyway? Offpage optimization basically consists of all of the offpage ranking factors like

* Which websites link to you
* The number of websites linking to you
* The Google page rank of the website linking to you
* The page title of the website linking to you
* The anchor text used in the link linking to you
* The number and type of links linking to the website that’s linking to you.
* The number of outbound links on the website that is linking to you
* The total number of links on the website that is linking to you
* Whether or not the websites linking to you are deemed by Google as an authority website.
* Plus some other things that we’ll get to later

In order to optimize our original website for the keyword “structured settlements”, we need to analyze the linking strategy of the top 10 ranked websites for our keyword.

Copy The Top Ranked Websites To Get A #1 Position

The goal here will be to copy exactly what they’re doing, and then do things slightly better. We want to give Google exactly what they want, by making our linking strategy as close to the top ranked websites as possible, but as I said, slightly better to edge them out.

First, we need to open up a spreadsheet using Microsoft Excel. You should create the following columns

* Linking Website
* Anchor Text used
* Page Rank
* Link Popularity
* Page Title
* Number of Outbound Links

Next, we need to visit Google and enter the keyword “structured settlements”. We’ll then visit the top 10 websites for this keyword and collect the information above. You should create 1 spreadsheet for each of the top 10 websites.

Linking Website is the specific website linking to structuredsettlements.org. In order to find all of the websites that link to structuredsettlements.org you can do a couple of things. The most common way is to go to Google and enter this search criteria: link:www.structuredsettlements.org. Once you do this Google will return a large list of websites that link to structuredsettlements.org.

Over the past several months, Google has cut down on the number of backlinks that it will show you, so you may be better off going to Yahoo and entering link:http://www.structuredsettlements.org to get a larger list of websites that link to them. Note that for Yahoo you must include “http://”.

link:http://www.structuredsettlements.org to get a larger list of websites that link to them. Note that for Yahoo you must include “http://”.

Anchor Text is the actual text used within the link linking to the specified website. For example, the anchor text in the following link would be “structured settlements”.

structured settlements

Page Rank is the actual Google Page Rank of the webpage linking to structuredsettlements.org. In order to see the Google Page Rank, you’ll need to download and install the Google Toolbar for free from: http://toolbar.google.org

Link Popularity is just the number of links that are pointing to each of the webpages pointing to structuredsettlements.org. You can find their Google link popularity by entering this search command into Google: link:www.thewebsite.org then counting the total number of results that are shown OR you could go to a website like www.linkpopularity.org to find each link partners link popularity much quicker.

Page Title is the title of the page that is linking to structuredsettlements.org. Does it contain the keyword “structured settlements”, “structured settlements for cash” or “settlements”? If so, you should note which links pages those are. You’ll want to approach those websites and try to get them to link to your website.

Getting links from webpages that contain your main keyword in the page title is extremely powerful and is something many people often overlook.

Number of Outbound Links is the number of links located on the webpage linking to structuredsettlements.org. The less links located on the page, the more a link from them would increase your ranking.

Once we’ve collected all of the information, we now can see structuredsettlements.org’s linking strategy.

We’ll need to calculate the percentage of websites that contain the keywords “structured settlements for cash”, “structured settlements”, or “settlements” in the page title.

We’ll need to calculate the percentage of websites that contain the keywords “structured settlements for cash”, “structured settlements”, or “settlements” in the actual anchor text linking to structuredsettlements.org.

We’ll then need to mirror these numbers, as close as we can, for our linking strategy. This may take awhile to do, but once you’ve done this…

You’ll Have The Exact Blueprint You Can Give Google For A #1 Ranking!

Once the blueprint for our linking strategy is complete, we need to contact each of these websites individually and ask them if they will add our link to their website in exchange for us adding their link to ours.

Tip: The more personalized you can make the email, the better. It is always best to include a blurb stating that you liked “X” about their website and was very impressed etc…

Now, if all of that seemed like it would take many days to do, you’re right… it would. It works, but it does take A LOT of time. There is a specific software program out there that can do ALL of this for you in a matter of minutes. It’s what I use on a daily basis and it works very well.

Search Engine Optimization Demystified

admin    Google Optimization     Demystified, Engine, Optimization, Search

Search Engine Optimization Demystified

Search Engine Optimization Demystified

Part 1 – The Players Search engines like Google, Yahoo, Altavista, MSN Search, and others, have become indispensable as personal and business tools for finding what we all need on the World Wide Web. As web site owners, we know that to take advantage of this reality we must optimize our web sites for search engines. However, there is a lot of confusion, misunderstanding, myth, and even fraud in this area. To demystify this topic, and provide the tools to make intelligent, well-informed decisions for our web sites, it is useful to identify the main players, understand how search engines actually work and follow the money. By understanding the motives involved, one can get a big picture understanding of the issues. In business there is no bigger motivator than money.

There are two main players in the search engine optimization field – the Search Engine companies (like Google), and the Search Engine Optimization (SEO) companies (they are numerous, no big names stand out).

Search Engine Companies:How do search engine companies (Google) make their money?Primarily with paid advertising.Why would advertisers use a search engine\’s web site to promote their product?Eyeballs… lots of them!How does a search engine company get those eyeballs?By providing a tool (the search facility) that works really well, giving reliable, useful, relevant, and current results on keyword searches. It is in the best interest of a Search Engine company to index as many sites as possible, as often as possible, and to have a ranking mechanism that will provide accurate results for key word searches on those web sites.

This bears repeating: yes Search Engines want to list your site in their index! Furthermore, they want to rank it as accurately as possible. There is no need to trick the search engines into finding or ranking your web site. In fact, several practices commonly employed to fool search engines into ranking a site higher than it should be can have quite the opposite result. Search Engine companies actively research such techniques and develop ways to counter them in the interests of maintaining the accuracy and integrity of their search results. So if the Search Engine companies want to rank your site well, why does getting good results seem so difficult and mysterious?

There are three major reasons for this: The exact ranking algorithm used by Search Engine companies is a closely guarded secret. So we, as web site owners or developers, cannot know precisely how to cater to it. In addition, different search engine companies may use different algorithms and they upgrade these algorithms regularly. The result of any web site optimization effort is always a trade off between maximizing your results for a particular set of terms and narrowing your potential scope. In other words, one cannot have both; every key word possible for your product or service, and a specific set of key words optimized to the fullest. The total amount of traffic to a web site is not solely determined by search engine optimization. Traditional marketing can significantly affect results and these would be difficult to separate from results derived from SEO. Confusing the issue further are the Search Engine Optimization (SEO) Companies.

It is in the interests of the SEO company to \”appear\” to be able to increase traffic to a web site in ways not available to a web site owner and seemingly being able to exceed the capabilities of web site designers and developers. In short, keeping the methods they use as a mystery is to their advantage.

We at Back2Front – The Web Site People, have worked with clients who have opted to use SEO companies in addition to the optimization we provide as part of our management service. We have also heard reports from new clients who have tried these services before coming to us. In both scenarios we have seen that there is rarely a perception of a good return on investment. Why is this?

Web site optimization for search engines should be done as an integral part of the development of the web site. The way the site is built, coded, and written affects the results – often dramatically. Most SEO companies (since they usually do not build web sites) come in after the fact, and may have no control over how the site was built. Trying to optimize a web site with key word adjustments on a poorly built site is like trying to shore up the foundations of a building with more coats of paint.

Optimization is an ongoing process, something that should be looked at regularly as part of the management of a web site. As new competition comes online and your business develops, changes should be made to your site\’s SEO to compensate. Most SEO companies do not have the necessary long-term association with their clients to accomplish this.

Expectations of web site owners (partly driven by the SEO company\’s promises) are often unrealistic. Search engine optimization companies often charge 0 or more for their service. For this kind of money, expectations are understandably high. But know this: if an SEO company promises number one placement of your web site on Google, don\’t deal with them. Such a claim is misleading at best and down right fraudulent at worst. Just for fun you could ask them: \”number one for what search term?\” If their answer is your domain name, i.e., \”back2front.ca,\” well duh! Of course they can guarantee that! You will get that regardless, since domain names must, by definition, be unique. If they say they can get you number one for some good search terms, for example, \”web design,\” then ask, \”what do I get as compensation if I do not get number one?\” Hope they say money, because it\’s a sure bet they will be paying! Think about this: this is a company guaranteeing results from a third party they do not have any control over.

With this kind of misleading information, it is no wonder that SEO is mysterious for many people. But search engine companies like Google do make public the criteria used in their algorithms and provide basic web master guidelines for successful search engine optimization. If you are curious, go check it out… http://www.google.ca

In the second part of this 3 part series of articles I will explore how the search engines actually work. ReadSearch Engines Demystified Part 2.

www.back2front.ca

by Candace Carter, Back2Front-The Web Site People, 2009

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Search Engine Optimization Guide for Webmasters [senior Hs Paper]

admin    Google Optimization     Engine, Guide, Optimization, Paper, Search, senior, Webmasters

Search Engine Optimization Guide for Webmasters [senior Hs Paper]

Introduction

Search Engines have developed into the Internet’s most popular and powerful source of information, accounting for an estimated 80% of the Internet’s traffic (Heche, 2007, p. 1). As a result, website owners are realizing the power in such devises and are shifting marketing budgets into the optimization of their sites specifically for search engines. During the toddler years of search engine optimization (SEO), crafty developers took advantage of weak search engine algorithms to display their websites in top results, regardless of their site’s relevance. However, as more advanced Internet search engine technologies emerged to solve such exploits, new SEO methods were pursued (Boykin, 2007, p. 1). With the growth in search engine popularity and accuracy, and with newly emerging techniques used to target such engines, SEO has become a cut-throat competitive industry that is quickly being dominated in its utilization by big-business corporations (Murray, 2007, p. 1). Regardless of a company size and status, however, company webmasters with basic knowledge of HTML and blogging can establish top search engine rankings for websites that target niche markets with great efficiency by employing specific on-page and off-page SEO techniques.

A Search Engine Primer

Search engines did not become popular overnight. In fact, it took half a decade for the general public to catch on to the power of them. Search engines have become a woven part of society only because of their brilliant architecture; systems with frameworks so complex, yet so simple in user utilization that a novice can operate it. Concisely, the modern search engine is an intricate tool formulated to minimize the discovery time of information by minimizing result digression and maximizing result accuracy based on hundreds of relative factors. The basic functionality of a search engine includes content discovery, indexing, querying, and ranking (Fishkin, 2007, p. 4).

Content discovery is often referred to as “Web crawling”. The analogy of the “Web” is an important concept to grasp, since its analogy will act as a backbone to understanding the search engine discovery process and the terminology involved. The internet can be generally referred to as the World Wide Web, or just Web for short, because the structure of the internet most resembles the structure of a spider web (Davis, 2005, p. 1). Each of the billions of pages of content are linked together in some way or another to create an incomprehensibly large network of connections. Consequently, search engines have called their automated programs that crawl this web “bots” or “spiders”. Modern crawlers revisit indexed sites on a regular basis to look for changes or revisions. Sites are normally updated by the crawler between a one or two months time. In estimation, search engines have only crawled about half of the Web’s content pages, accounting for between eight to ten billion pages (Fishkin, 2007, p. 4).

Every page that is crawled on the Web by a search engine is placed into a gigantic database called an index or sometimes a catalogue. Massive organization is applied to the index in a way that requests can sort through billions of pages and find relevant matches within just fractions of a second. Sometimes it can take a considerable amount of time for a search engine to actually index a site after crawling it. During this time, the site will not be available on index to those searching (Fishkin, 2007, p. 4).

Content querying is the provision of an interface or gateway connecting the human user and the results waiting inside the search engine database. The results vary in type from web pages to online published word processor documents, and are returned to the user based on the criteria they indicate. The method a user might use to indicate criterion varies based on the search engine. Search engines normally provide a blank text input field in which the user can type terms or phrases into then press a button to send the query to the search engine for processing. Many modern search engines incorporate exclusive input syntaxes that a user might learn to take full advantage of the search engine’s power. Natural language searches, however, allow a user to input full sentence-structured questions instead of requiring the user to learn query syntaxes (Sullivan, 2007, p. 1). An example of syntax is placing terms in quotations. Google, the most commonly used search engine of today, uses quotations to specify results that return exact matches to all the terms in the order they are listed in quotations. Google includes ten other operators used to better define a query and home in on the target results (Google Cheat Sheet, 2007, p. 1).

Ranking becomes a search engine’s most distinguishing process, as this will determine what and how information is displayed to the user. A commonality all search engines share by nature is the organization of pages by relevancy starting first with most relevant and ending with least. The higher a page’s rank is, the higher the site’s probable relevance will be as perceived by the engine. Every search engine uses its own unique method of determining how pages rank in relation to one another, and these are called algorithms. An algorithm is a mathematical formula that will take into consideration dozens of factors that have positive and negative effects on page rank. Think of it as a set of rules that a judge uses to determine which girl wins in a beauty pageant. The winner will always showcase more than just beauty alone, but instead, indicate a deeper purpose like the reputation, talents, and even life intentions. The many factors involved in judging contestants in a beauty pageant are very much like the factors used to rank a webpage (Sisson, 2006, p. 12).

Brief History of the Search Engine

The earliest breeds of search engines were not actually search engines at all, but rather massive directories of content pages manually submitted by their authors. It was not until spiders and bots came to the scene that people began to see the power behind such tools (Wall, n.d., p. 8). Archie appeared in 1990 as the very first tool used to search pages of the Internet. It was named Archie to resemble the word “archive” without the “v”. Built by Alan Emtage, the program indexed directory listings from public FTP sites. An alternative tool emerged a year later called Gopher, which indexed solely text files instead of all computer files. Two other index systems called Veronica and Jughead searched the Gopher index servers and provided more targeted keyword search (Wall, n.d., p. 2). By 1993, a new generation of search engine emerged from a student at MIT: automated web crawling. Initially used for counting and measuring the size of the Web, the first web crawling bot on the Internet was named the World Wide Web Wanderer by its creator Matthew Gray. ALIWEB (Archie-Like Indexing of the Web) was introduced in the same year with the capability to collect page meta-data and allow page authors to submit their own content. Search engines and crawling technology wasn’t yet seen as having any true significance for society until further university experiments were done (Wall, n.d., p. 1).

As the Internet gained popularity and started appearing as a business opportunity to investors, college students began getting large funding opportunities. This boom in funding caused break-through developments such as relevancy-based indexing to occur. Corporations like Altavista, Ask Jeeves, Lycos, Yahoo, and Google in turn met at the search engine scene, each bringing their own new innovations to the table. Altavista offered a brand new method of searching for the end-user known as natural language inquiry (Wall, n.d., p. 1). Ask Jeeves was quick to mimic this technique, but also focused on building its index from web communities. A few years later, Altervista was bought by Yahoo! for 235 million dollars, which was just one of that many small steps taken toward the multi-billion dollar establishment Yahoo! is today (Olsen, 2003, p. 1). Lycos contained the largest index of any search engine of its time with more than 60 million documents in 1996, but eventually evolved into the fifth most popular web portal in the world (Sherman, 2002, p. 1). Lycos abandoned its own search engine algorithm, and began powering its search feature by Ask in 2006, which is former Ask Jeeves (O’Reilly, 2006, p. 1).

Although Google entered the scene relatively late in 1998, it still managed to ultimately come out on top from its tough search engine competitors (Google Milestones, 2007, p. 1) Through collaboration, Larry Page and Sergey Brin babied their creation until receiving more than 25 million dollars in funding in just a year’s time from its initial launch (Google Milestones, 2007, p. 3). Google partnered with AOL and Yahoo! by early 2000, which also marked the release year of the renowned Google toolbar (Google Milestones, 2007, p. 4). In 2007, Colvin of CNN reported that “Google’s figure is 9 billion and rising fast, pushing the company past most of America’s biggest, most successful, most respected corporations” (Colvin, 2007, p. 1). It is clear that Google has conquered the search engine war, rendering it as the most valuable search engine webmasters can optimize for their websites. Google has practically set the standard for other search engines that have followed the leader’s footsteps. Because of this, Google-specific page ranking factors are currently the most significant for any SEO venture because of competing search engines’ inherent similarities (Ryan, 2006, p. 1).

On-Page Search Engine Optimization

Jumping straight into SEO, it is imperative to understand that success relies heavily on the keywords that are chosen for the optimization venture. Because keyword terms can be found inside content, titles, headers, and images of a webpage, these are all considered on-page objects and therefore contribute to the optimization of the page itself. Keywords can be thought of as the foundation upon which SEO is built on, when if removed from the equation it leaves a broken structure. In relation to SEO, keywords are terms used to define the purpose of a webpage in its entirety (Fishkin, 2007, p. 9).

Commonly, there is confusion between metadata keywords and content keywords. metadata entries, which are code strings placed in the code heading of pages, are no longer used for relevancy because they were taken advantage of by having irrelevant keywords that attracted undeserved attention. For this metadata keywords are no longer used, while metadata descriptions are only used as snapshots for a few rare search engine directory page entries. Because of all this, metadata entries are very insignificant to SEO. In the world of keywords, content is king. When a search query is sent, the search engine will try to return with pages that match best to the inquiry keywords found within a page’s content (Sisson, 2006, p. 8). Since so much relies on keywords, it is common practice to conduct research to seek the right related keywords or keyword combinations that are optimizable for a given scenario. There are several free online tools available for keyword research, such as the tool suite found at http://tools.seobook.com/keyword-tools (Callen, 2005, p. 32)

Keywords that are too popular will actually have a negative impact on search rankings because of the overcoming competition. Instead of seeking popular solo keywords like “insurance” or “games”, it is much more effective to find a niche (Callen, 2005, p. 12). A niche homes in on the specific product, idea, or service that is attempting to be displayed in search results. When optimizing for a focused target audience, the competition is easier to outsource, and in turn will always promise high rankings when page optimization is established. Instead of seeking a single magic keyword, it is best to seek a keyword combination or a phrase that will best describe a niche specifically. Most people enter 2-5 word phrases into search queries, which ensures security with multi-keyword niches (Sisson, 2006, p. 13).

Some webmasters have tried repeating their keywords excessively on their pages to boost frequency. What these webmasters might not understand is that excessive keywording is like playing with fire, where if they get too close they will get burned. If a search engine notices an unusually excessive repetition of keywords, the engine will demote the site and may even ban it from its index completely. In contrast to this, search engines are now intelligently seeking common relationships between terms on the Web, so when keywords are used throughout a document with fluency and in good context, this can quickly benefit a site’s ranking (Fishkin, 2007, p. 9).

Keywords should be strategically placed on a webpage to maximize keyword frequency without running the risk of being seen as a keyword spammer by the search engine. If more than one keyword combination is being targeted by your site, it is important not to strand keywords together in an attempt to increase keyword relevance. In page content, header code tags will emphasize keywords for users as well as search engine spiders. Placing keywords naturally in the alt tags of content relating images will also boost page relevance, and return your site in image search results. Most importantly, naturally mentioning keywords in body paragraph text will increase keyword frequency. To reiterate however, it is important not to overuse keywords in body paragraphs, since some search engines might suspect a site with that sort of ‘keyword juicing’ as spam (Sisson, 2006, p. 13).

Linking is another imperative factor of page rankings which will be covered in greater detail in off-page techniques, but is also a part of on-page optimization. Internal linking generates a hierarchy of synonymous page rank based upon which pages are linked most. Many webmasters often do not realize they are making a mistake when chain-linking content more than two levels away from the homepage, or mesh linking. Mesh linking occurs when every page contains a link to every other page in the site, giving every page with equal importance. This means a contact or form page will rank just as high as the actual meat of the site. To solve this issue and direct the search engines’ focus towards pages of importance, a hierarchical linking system should be established. To create linking hierarchy, not all pages are cross linked, and important pages are linked to by the largest number of pages on the site (Sisson, 2006, p. 37).

Off Page Search Engine Optimization

While on-page optimization provides a solid basis for a website being recognized by spiders, it is the links from other websites that determine the rank of the recognized page. Off-page search engine optimization is mostly concerned with this establishment of inbound links to the focus website. The process is known as link building, and is by far the most strenuous aspect of SEO. A site’s page rank is determined by both the quantity and quality of its incoming links. The quality of a link is the most weighted factor, which is based upon the page rank of the site making the link. If the linked site has relevance to the site being optimized, then this is a positive detail (Fishkin, 2007, p. 26). Relevancy is determined by comparing keywords in website titles, the anchor text of the link, and even its IP address. The IP address or number value that the domain name refers to may have less weighted effect on page ranking if it shares a common third octet (Sisson, 2006, p. 43). Sites that have very high page ranks are referred to as ‘authoritative’ and will almost automatically boost the page rank of a site it links to. Two forms of linking exist: two-way and one-way.

Two-way linking is also known as reciprocal linking because it is a mutual establishment between site owners. This method is essentially a link swap. Some webmasters carry the misconception that paying for well known link exchange services will guarantee site visits, but this is only true on a temporary degree (Sisson, 2006, p. 54). Also, link exchanges are considered manipulative and have a record of incurring removal of sites from search engine indexes.

One-way link building can sometimes be considered a science and art, since many techniques are nothing short of brilliant. One scheme often used to build massive amounts of inbound links is to produce a gadget or banner that appeals to other site owners, and encourages them to take a code snippet for the gadget or personalized banner and place it on their own site. An example of this method is evident at www.nerdtests.com. This site offers a free and fun online quiz that ranks the user’s nerdiness in percent relation to everyone else who took the quiz and awards an ‘official title’ banner code based on the outcome. These banners can be found floating all around the net in user signatures of online community forum boards or even on personal blogs and provides www.nerdtests.com with an endless link base (Spencer, 2007, p. 1).

The most common and reliable method of getting back-links is submitting articles to informative websites, which usually give authors an opportunity to link to their personal site. Social bookmarking sites like Digg, Del.icio.us, StumbleUpon, and Propeller all have recently become a hit sensation among frequent internet users. These bookmarking sites provide a portal to sites recommended by other users. If the content on a site is valuable or entertaining enough to people, social bookmarking sites may be the most effective approach to off-page optimization since they are based on popularity and massive viral tendencies (Hagen, 2007, p. 5).

Method

As my primary research, I conducted an interview on October 25, 2007, consisting of ten focused questions about SEO with Bill Slawski. Bill is the President of SEO by the Sea and the Director of Internet Marketing for KeyRelevance Inc., and was directly referred to me by Rand Fishkin, one of the world’s most renowned and authoritative SEO experts. Bill is one of the founders and administrators of Cre8asite Forums, is an active correspondent for Search Engine Land, and writes a weekly column for their small business section. Mr. Slawski’s professional credentials substantiate the validity of his interview responses and provide access to exclusive insider industry knowledge. The interview was completed via electronic mail, in which Bill took full advantage of to respond with in-depth and intuitive answers complete with real-world examples.

Results

As the first question of my interview, I asked Bill how he would define SEO to the average Internet user. Bill responded, “In simplest terms, Search Engine Optimization (SEO) is applying knowledge of how search engines work to make sites easier to find on the web for the audiences that those pages were intended to attract. In more complicated terms, SEO is a matter of combining an application of marketing ideas and a knowledge of search engines to help bring the right people to a site so that they will change from visitor to consumer.” This description spells out the fundamental concepts of SEO. It is important to understand SEO, in essence, is limitless in ways of targeting consumer markets. While advertising schemes might be limited to the specific targets the advertising company provides based upon the small amount of information shared with them about your product, SEO delves into your niche and allows for much more targeting flexibility.

My second question for Bill was, “In what ways is SEO more effective or efficient than other online marketing methods?” He responded saying, “Search engine optimization means being aware of how search engines might collect information from the pages of a website, and making it easy for the search engines to index the content of those pages. In effect, it means enabling a search engine to become an index for the pages of a site. It can be less expensive than using the paid contextual ads that you see displayed with search results at a search engine, or the banner ads that show up on other websites that may point to the site advertised.” This cost efficiency is an important component of why business professionals are making the leap away from conventional pay per click advertising as their primary marketing strategy and making the switch to search engine optimization.

The third question pointed towards the public view on this experts own industry. My question was, “Do you think the power of SEO is relatively undermined, or in contrast, do you think it is overplayed as an online marketing method in the industry?” He responded with, “Search is one of the commonest activities that people get involved in when the go online, so making a website easy to be found in a search engine for people who might be looking for what that site has to offer is a good idea. It can make sense to include SEO as one part of a multiple part marketing effort, and to build a strong marketing plan that includes both online and offline parts. Unfortunately, there are differing skill sets amongst people who offer SEO services – some are just better than others.” While my question was meant to explore SEO’s public relation solely, Bill brought up an extremely important reiteration of SEO’s unknown power when combined with an ultimate market plan encompassing offline target markets as well as the ones who exist online. This also adds to the concept of ‘limitless’ SEO possibilities.

I asked for my next question, “Can any website benefit from SEO?” Bill explained, “SEO is only really important to sites that want to increase their visibility on the Web. A game clan site, where everyone who needs to know the address of the site already does has no need for SEO. But, if you hope to attract visitors to your pages, it doesn’t hurt to make them as search friendly as possible. And if you want to attract people to those pages who might be interested in the content of the pages, it doesn’t hurt to try to use words on the pages that those people might try to search with on a search engine, and to do it in a manner that makes it more likely that those words will be found earlier on in search results.” Drawn from his answer is a suggestion of widely conventional use for SEO. Unless meant specifically to be concealed from Internet users, any website seeking visitors can benefit largely from any amount of SEO. Since amateur implementation of SEO is key part of this paper, the next question was very distinctive in terms.

I asked, “Is it possible for webmasters to (with fundamental knowledge of HTML and blogging) implement SEO for themselves with relatively successful results for their small websites?” Unsurprisingly, my prediction was reinforced with his answer. Bill said, “Webmasters with a fundamental knowledge of HTML and blogging can achieve some success with being found on the web, but having a good knowledge of how search engines work can help a webmaster make better choices about how their site is set up for success with search engines.” I asked, “In general, what is the timeline of results returned by SEO?” Bill responded saying, “The amount of time that it may take to achieve results may vary by the site involved and how much work it might need, the competitiveness of the market it is within, and the demand for what the site offers. It’s almost impossible to guarantee success generally, and perhaps even harder to do it within a specified timeline.” While other sources have noted results can be seen in a matter of days in some cases, it seems there is no definitive amount of time that promises results to become evident. In that, the SEO marketing solution may not always suite for website owners seeking instant Web traffic.

This question focused on SEO as a long-term asset. I asked Bill, “Do you believe SEO may become obsolete in the future?” He explained, “I don’t see it becoming obsolete as much as I see it evolving. What we considered SEO in 1998 is different than what we consider it to be now. If you look at a set of search results in Google today, you may see videos, images, news, web pages, product searches, and other results that you wouldn’t have seen even a couple of years ago. The web is changing and search engines are changing, and helping people so that they understand some of these changes and how they might impact their web sites will probably continue to be a need to be filled in the future.” This provides a fairly straight answer indicating that SEO will only continue to progress with changes over time, rendering SEO as a very reasonable long-term asset for any website.

My final and most important question asked, “In what ways might SEO be viable for businesses with niches?” Bill responded saying, “Finding a niche where you can be competitive, and where there’s a demand from consumers can increase your likelihood of success. A small business can often take advantage of working within a niche that a larger business might find to be too much work for too little return. If the smaller business has considerably less overhead in terms of cost and time, they may be able to thrive in one of those niches. By focusing upon a specific market or audience that others aren’t, it may be possible to be found easier if people want to find the service or goods or information that you provide within that niche.” This is a fabulous reverberation of how specific keyword combinations and niches interact. Focusing on smaller markets can provide a better means of success on a smaller, yet more attainable scale.

Discussion

Throughout the extent of my research, SEO had been discovered to be one of, if not the, most effective Internet marketing strategies available today. Statistics have shown that the largest magnitude of online users discover information and merchandise through the use of search engines. SEO channels that majority of Internet traffic directly into a marketable solution, idea, or product with the best cost and time efficiency. By employing on-page and off-page techniques, a webmaster with basic knowledge of HTML and blogging can supply a particular niche website with a top search engine result ranking respective to its niche search keywords. Keywords play an imperative role in the SEO venture by providing the base of the optimized structure. The keyword focus of a pre-optimized website is determined through intense research by identifying competition and analyzing keyword query frequencies using particular keyword research tools. After keywords are determined, on-page content structure and coding is the next priority, seeing as off-page link building logically requires a quality page to link to beforehand. Off-page techniques will utilize link building strategies to launch the rankings already established by on-page SEO past competition.

The product produced as a result from my intense research will enable any adventurous amateur with fundamental HTML and blogging familiarity to pursue SEO with relatively guaranteed success. My product, in the form of a website, guides the pursuer with simple and concise instructions. The website splits the SEO mission between on-page and off-page techniques which have been explained in earlier sections of this paper. Instead of discussing these techniques in non-applicable generality however, the website will demonstrate specific examples of each optimization practice with its own optimized features.

To view my final product website, click here.

For references used in this paper, click here.

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Search engine optimization is a right way to promote your business

admin    Google Optimization     business, Engine, Optimization, Promote, Right, Search

Search engine optimization is a right way to promote your business

Search engine optimization refers to the method with which an entrepreneur makes the website of the company visible and pertinent to the search engines and the users. It is a procedure of making the pages of a company’s website search engine friendly so that the search engines can understand and analyze the website. This brings higher ranking to a website. The main aim is to drive the potential traffic to the website of an organization and generate maximum sales. This procedure also promotes the company and establishes the brand identity using Internet. This method is widely used among the entrepreneurs as it helps them in tapping the Internet medium beneficially to promote business.

Webmasters should consider few vital factors while making use of search engine optimization. One should not use excessive of automated queries to search engines. Avoid loading the web pages with words that are irrelevant and do not pertain to the subject that you write on your website. A webmaster should not use multiple pages to avoid duplication of the content posted on the Internet. One should select appropriate keyword phrases to drive maximum potential customers to the website. You can conduct a linguistics research for choosing the best keywords for your website. Webmasters use more than one keyword. They use two to five keyword phrases, as they are more expressive and yield good results from the search engines. It is advantageous for the webmaster to optimize the title tags in the web page. The web pages become more search engine friendly if keywords are used in the title tag. You should avoid stuffing keywords in the text of the web pages. This might result in search engines presuming the website as “over optimized.” He can include the keywords of considerable amount in body content to make the web portals feel that the content is relevant to the search query. This can fetch a better ranking. He should also ensure that Hyper Text Mark-Up Language coding is correct. This allows web portals to index and analyze the website correctly.

Search engine optimization is one of the popular ones used by the marketers to popularize their websites over the Internet. Appropriate utilization of the procedure enables an entrepreneur to establish his company’s identity in a widely used medium called World Wide Web.