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THE ERA OF THE INTERNET: Three Important Words

Before the grit of things, there are three more main concepts you should know. If you master and coordinate the three, your sales and/or product will be aggressive like our little dinosaur friend. The problem: No one really knows the secret of how to achieve that unless you want to spend a billion dollars of stockholders money like Amazon did.

First, lets start with keyword(s), which everybody understands. For example, you have written a killer novel about a stock market scandal, the main keyword(s) is not limited to the author and book's name. The real marketing game is to type 'market fraud' and suddenly your web dominates the first three pages on numerous search engines regardless of what type of market. Ideally, one would like it to be at the #1 spot. Keywords are important, because for those persons under 35 years use search engines 85% of the time to learn, research, inquire, and buy products over the Internet. For those over 45, only about 3%. A perfect cliche of old dogs can't learn new tricks. However, two years ago that percentage was .01%. Some old dogs are learning and learning fast. And God knows what the market will bear between 36-44.

Second, is links. The more links you have on other sites to yours the better off you are. Seventy percent of web users will click a link on a web site with close to 90% under 35 years of age. Ever wonder why you see no TV commercials for Amazon.com? Why should they when they have mastered link sharing with over 100 million web sites linking to theirs. And yours truly is one. Link sharing is slowly becoming the #1 way to get traffic to your site. Now check this out, in the beginning of 2004"All The Web" added 100 million URLs to their Search Site every week. So if you can get your web listed on 100 sites, you have a 70-90 percent chance those people will click on your link. Which only adds to exposure when you are having others advertise for you. A good marketer will get their product/service listed on your competitors' without them knowing it, but that is a whole different trick.

Third, you must understand what determines a website visit. The most complicated thing in the marketing field. You see, the amount of website visits it takes to make a sale is deeply studied, just like anything else. So statistically if it takes 100 visits to sell one particular product ... well you can see my point. The problem is, what determines a web site visit and how to get surfer to stay on your site?

Mastering the Page Visit
It used to be once somebody logged onto your web it was considered a visit and the odds were are you had a sale or inquiring because nobody had the patience to download another site. However, that has changed, due to the lightning speed of the Internet nowadays. A surfer can see hundreds of web sites in a matter of minutes when yesteryear it took minutes to load one site. Your web host (IPS) now counts every request or visit to make sure your site falls within its bandwidth. Size of files and uploading is now calulated as if were a space launch. A visit is broken down into three requested categories (a search for web site files) called, hit, view and unique.

First, is the hit. Think of your web site as a billboard, when a hit is driving down a freeway at 80 mph lined with billboards on both sides. In other words, a hit is the most important way to deliver a ton of ads in a short period of time with many companies whose expertise is doing that. And those are the companies, commonly referred to as Traffic or Marketing Sites. Don't be fooled, Amazon, Yahoo, E-Bay, Ford Motor, Celebrities, Movie Studios and thousands of others use these sites. A hit is a requests for files on your web. Now this is the catchy part, files are images and text. So lets say one particular page has 5 images and text. So in reality fact, if you have a one page web site with five images, you may be billed for six when one hit is actuary delivered.

Second, is what they call [page] view. A view is exactly what it is, the ability for your page to fully load so the surfer can see it.

Third, is called a unique visit. This is where your site is seen twice within a period of 24 hours. So, if a marketer tell you they can deliver 5000 hits to your web, you might be a little leery. First question I would asked, "How long are those hits and how who is seeing my web?"

Statistics also show, that if you have a slow loading site (more than 5 seconds and usually caused by graphics) 85 percent of those under 35 will move on. We have to remember, those are the people who buy most off the web. There are over one million new users added monthly to the Internet. You may think bullshit, think again, the average mom and pop homepage now has 20 pages. San Diego State has 150,000 pages, Amazon.com, 2.2 million just in books, and GM, 56,000 pages. Again, do the math and see how SEOing has become a great demand. How fast and slow your site loads depends on your IPS system, graphics, computer, and whether you operate using a modem, DSL or Cable or Dedicated Service like T1-3. Sometimes it comes down to quality, you pay for what you get.

One of the things people fail to do is put keywords on each page. So lets say, you have a couple of new products and a dedicated page is set to each product. A well-designed web site will be interfaced with keywords on that individual page. Remember, content is the key to a sucessful web and every page can become an entry point to a surfer. You may find yourself screaming at your webmaster to make massive changes. Another mistake people make is having cool flash logos before their site loads. Bad mistake, search spiders can't read Flash or Frames, so they bypass your page.

A good SEO will consider everything you have read and will optimize a site as any military general would do when planning a battle. If necessary, implement changes into the Webpage(s). A SEO’s will research one’s competition using the keywords and linking that are important to you. They evaluate what they are and are not doing. Assess what works and what does not work, along with their strengths and weaknesses. Finally, they will chart all this information and use that as a competitor’s edge for their client, provided an owner or webmaster allows changes, which is the #1 problem: People’s egos cannot fathom change and it is the reason why there are 92 BILLION Webpages drifting mercilessly in cyberspace.

So there you have it ... good luck and make sales and get inquiries. If there is any questions or you want to inquire about my SEO and SEM services, please feel free to contact me.

Kip W. Ives