google this! copyright, 2005 lindacaroll.com. · jane has nothing to do with gender, appearance,...

Google This! Copyright, 2005 LindaCaroll.com.

All rights reserved under International Copyright Conventions.

No part of this publication may be reproduced, stored in a retrieval system, ortransmitted in any form or by any means, electronic, mechanical, photocopying,recording, scanning, or otherwise without written permission except in the caseof brief quotations embodied in articles and reviews.

Limit of Liability/Disclaimer of Warranty:While the author has used best efforts in producing this book, we make no repre-sentation of warranties with respect to the contents of this publication and spe-cifically disclaim any implied warranties of merchantability or fitness for aparticular cause. No warranty may be created or offered by sales representativesor any written sales materials. This book is designed to provide authoritative in-formation in regard to the subject matter covered. The advice and strategiescontained may or may not be suitable for your situation. If expert advice is re-quired, the services of a competent professional person should be sought.

Edition 1.0

The jungle is dark, but filled with diamonds

Arthur Miller

To Sara, whose insatiable

desire to learn delights me so greatly. You are a joy to know.

and,

To Gary, a 6th Dan Karate Master and

International motivation expert who calls me the Kyoshi of Design.

Thank you for your inspiration.

i

IntroductionWant to Succeed in the Search Engines?

s I type this, there are over 8 billion web pages listed in the Googledatabase. If you spent one minute at each, it would take more thanfifteen thousand years to view the pages listed in Google. That

doesn’t include the pages whose owners say “Help, I can’t get in Google!”

That sheer volume of information forms a more dense jungle thanany you’ll find on Earth—and it’s filled with more mind boggling storiesthan an award winning writer could dream of in a lifetime. Birth and death,people making money and losing money, criminals posting their warpedplans on their online journals. It’s all out there… and more.

Like the jungle, the Internet is also crawling with every kind of crea-ture imaginable. For every person with ethics, there are many without. Forevery person that keeps their knowledge current, more do not.

Why am I telling you this? Because for every site, there is a site owner,like you, that wants to be found in the search engines. For any keyword youcan think of, there are millions of people that want to be on page one, or atleast in the top few.

If you think pornography and spam are hot markets online, you havenot delved into the world of search engine optimization. I know of a searchengine optimization firm that charges twenty thousand dollars plus, per year,to keep a site at the top. How can they charge that? Because the market isthat hot, they’re good, and they get results. I know, I’ve written for them.

In addition to the rare few that walk their talk, there’s also an abun-dant supply of people that will take your money to do you more harm thangood. If they simply achieve nothing, you’re way ahead of the people thathave been banned from Google – and actually paid “experts” to achieve this.If you are not sufficiently informed, you’re more likely to do the wrong thingsthan the right ones and work with the wrong advice than the right advice.

Would you like to succeed in the search engines? Spend one even-ing reading this book. It’s the overall picture you need. Most people won’tbother to spend an evening learning what they need to know. But thenagain, you’re not most people, are you?

A

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Table Of ContentsSection I: Who's Who p 1

Chapter 1; Website Owners p 2Chapter 2; Crawlers & Spiders & Bots p 4Chapter 3; Search Engine Owners p 7Chapter 4; Human Spiders p 9Chapter 5; Web Monkeys p 11 Chapter 6; Rogues p 14Chapter 7; The SEO p 16 Chapter 8; The Website Designer p 18Chapter 9; The Visitor p 21 Chapter 10; PPC & PPC Tools p 23 Chapter 11; Perspective p 27

Section II: What's What p 29

Chapter 12: 900 pound gorilla? p 30Chapter 13; Tunnel Vision p 32 Chapter 14; Science and Spiders p 34

Summary p 37About the Author p 38

2

SECTION I

Who’s whoBecause if you don’t know who’s who, you’ll never grasp why, what or how.

In ten years online, I could count on one hand the number of people I’ve metthat walk their talk when it comes to search engine results. If you don’t knowhow to recognize the real thing, you will probably never find them, and if youdo, you’ll probably ignore what they tell you because they won’t offer pie in thesky promises and false guarantees like their less ethical brethren.

This section will introduce the characters that comprise the who’s who of thesearch engine world and explains why each does what they do. In the jungle,you have to keep your eyes wide open and know who your real friends are.

Google This! Section I; Who’s Who.

Chapter 1The Website Owners

ebsite owners can be divided into two basic groups. There areother divisions (such as by knowledge or design quality) but thebasic groups are the ones that have Tarzan web sites, and the

ones that have plain Jane websites. Whether you’re a Tarzan or a plainJane has nothing to do with gender, appearance, usability, browser com-patibility, knowledge or any of those issues. It’s about content.

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or example, let’s look at two websites that selln arthritis remedy.
he plain Jane site has an order page, a contactage, an about page and testimonials. The pur-ose of the site is simple. Buy or don’t buy.

arzan makes his voice heard through the jungle.is web site is packed with information. He gives

ips on how to avoid sore joints in the winter. Andimple exercises to limber up sore joints. He ex-lains what causes arthritis and shows how toelp actually heal the joints. He backs up his ad-ice with reports from the American Medical As-ociation.

e also has an order page so people can buy hisrthritis formula, of course.

ee the difference in the content?

he 900 lb. gorilla sees something very impor-ant, and you need to see it, too. When a searchngine ranks Tarzan’s site and Jane’s site, itooks at the total number of pages listed in theearch engine at each domain.

2

o, if Tarzan has 25 pages, but only 3 of them are listed iine…. and plain Jane has only 8 pages, but all 8 of themearch engine, plain Jane actually “appears” to have a bontent rich site. If Tarzan gets all his pages indexed, his sears more content rich.

oes the amount of content that you offer affect your ranut it is not the only variable, and both the plain Jane site

uick Compare

A content richsite is more workto create. A plain

Jane site is lesswork to create.

A content richsite is easier to

get ranked well.A plain Jane site

is harder to getranked well.

Both types canwork very well.Both types can

fail miserably. Nodifference there!

n the search en- are listed in theigger and moreite naturally ap-

king. Absolutely. and the Tarzan


3

site can achieve equally good ranking if their site owners know which tech-niques to use for their respective sites. We’ll cover that in due course.

For now, you simply need to know if you are a Tarzan or a Plain Jane—andyou need to know if that’s what the search engines see you as, too.

Which are you?

_____ I have no informational content for the reader. I am a Plain Jane Site.

_____ I have (or will have) plenty of informational content. I’m a Tarzan Site.

Which do the search engines see you as?

Step #1: • List the number of pages in your website My site has _________ pages in total.

Step #2: • How many pages do the search engines see?

Go to Google and type in a search for www.your-domain.com

Click the link that says; “Find web pages from the site www.your-domain.com”

The number of pages Google “sees” is __________

Does Google see the number of pages that your site really holds? If so –great! You’re in the rare few. Most people have only a fraction of theirweb pages indexed. If Google does not see all the pages of your web site,don’t worry. You’ll learn how to fix that later. Right now, you’re learning,which should, ideally, come before doing.


4

Chapter 2Crawlers and Spiders and Bots, Oh My!

f you know how to read your server logs or a “stats” program you mightsee names like Googlebot, Scruffy and Gulliver. Those aren’t visitorswith cute screen names, they are search engine bots or spiders, coming

to check your site. (In case you didn’t know, a “stats” program shows youwho’s visiting your site.)

Open your website in a browser such as Internet Explorer, scape and click View Source in the top of your browser what the bot sees. Your html (hyper text markup language) c

Incidentally, do you know why they are called spiders?crawl along strings (the links on your web site and the lin

IBots and spiders and crawlers are just programsthat crawl the internet jungle looking for web-sites to add to their databases.

Each search engine has its own bot to take careof adding new websites to the database… or re-moving deadwood and defunct sites from thedatabase.

Did you know that? That the spiders also re-move websites?

For example, if your web host has a lot of downtime, and a spider visits while your site is down, itmight think your site is defunct and remove it fromtheir database. Food for thought when choosing ahost.

Instead of choosing a web site host that offersthe cheapest hosting or the most domains, youmight want to check uptime.

Anyway—spiders, crawlers and bots don’t haveeyes, so they don’t see your website the way peo-ple do. Instead, they read the source files.

Want to know what a bot sees when it visits yourwebsite?

B

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m

ots and spidersdon’t have a

brain and theydon’t have eyes,

so they don’t seeour site the way

people do.But, bots can do

ath faster thanyou ever will,

and they’llquickly measure

your web site’sworth accordingto the algorithm

they are pro-grammed to

follow. Thus,your ranking is

simple math.

Firefox or Net-window. That’sode.

Because theyks to your site


5

from other web sites) just like a spider, as they read your webpages todecided how and where to rank your pages.

Spiders, bots and crawlers don’t have a brain. Each bot is programmed tofollow a mathematical algorithm that tells it how to index and rank the webpages that it finds. The algorithm looks a little like this;

Meta description + meta keywords + title tag + page content + number ofsites linking to you + keyword relevance/weight + other things that are asecret – demerits for doing things they tell you not to = your final ranking.

Seems pretty straightforward, right? Except that…♦ Each search engine has its own algorithm, and no two are the same.

♦ Some search engines don’t use meta descriptions in their algorithm.Some do.

♦ Some search engines don’t give much importance to linkback rate.Others do.

♦ Some search engines don’t have any “demerit” elements. Some do.

♦ And so on, and so on.

If a search engine bot gets to your site and finds the elements that theyare looking for, you will rank well.

Google Dance?From time to time (often monthly) many search engines will reset their da-tabase to reflect their “findings” and weed out sites according to algorithmchanges. This can change your listing for better or worse!

If you’ve heard of “Google Dance” that term just refers to the changes seenin listings in the Google database with each major database update.

Google Sandbox?You may or may not have heard about a theory called the Google Sandbox.This theory is that brand new websites coming online after March, 2004,are “sand-boxed” – meaning they will receive lower ranking for a period oftime after going online.

It’s a little like being on probation to prove your worth as a new site. You’lllearn more about it in the Sandbox Report. For now, just keep in mind thatnew sites have to earn credibility with Google by doing the right things. Thisbook will help you understand what those things are.


6

Search Bots;If you study your server logs, here are some of the more common bots, soyou know who’s been visiting.

Search Engine Bot NameAlexa ia_archiverAlta Vista Scooter, Mercator

Scooter2_Mercator_3-1.0All the Web FAST-WebCrawlerAtomz AtomzEntire Web Speedy SpiderExcite ArchitextSpiderGoogle GooglebotInktomi SlurpLook LookbotLooksmart MantraAgentLycos Lycos_Spider_(T-Rex)MSN MSNBOTScrub the Web ScrubbyWise Nut ZyBorg

Once you know that a bot is an automated program, and you know thatit just follows a set of “rules” (called an algorithm) – the next obviousquestion is WHO writes the rules?

Do you know who writes the algorithms for each search engine?


Chapter 3Search Engine Owners

f you owned a search engine, what would your business model be?Think about it. Pretend that you owned Google or Yahoo. What wouldyour business goal be? You would want people to prefer your search

engine above others, of course!

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hat would make people prefer your search engine?t would need to find good sites when they search, ofourse.

f Joe Blow came to your search engine and searchedor “widgets” – he wants to find fantastic widget webites, not junk sites and irrelevant trash.

e wants to find the solution to his widget problem,r the particular widget he’s looking for.

o, as the owner of the search engines, you wouldlso want him to find those fantastic widget sites,es? Otherwise, he’ll use another search engine, notours.

ow would you do that?

ou would write an algorithm that determines whatonstitutes a good web site. After all, you own theearch engine. You get to decide what constitutes aood web site in your search engine, right?

hat would you do if you noticed that really junky,oor quality and unrelated sites were coming uphen Joe Blow typed in his search for widgets?

ou would re-write your algorithm to try to get rid ofhose poor quality web sites and provide better re-

7

n the internet, the key to success is giving the visitor whatooking for. This rule applies to search engine owners, too!

ear this loud and clear; Search engine owners are not concour website or how it ranks. They are concerned about theiriving their visitor the best search results possible. If that’ite, great. If not, then it’s another site. Don’t ever forget that.

The Rules

hen you wantto get in the

arch engines,nd rank well,t’s importantto know whokes the rulesyou need to

ollow. This isne of the big-gest mistakesb site owners

make.

they come

erned with visitor ands your web


8

Many website owners do not grasp this concept. When they do not rankwell, they feel as though the search engine is keeping them out. Rainingon their party. Denying them a good listing. Wrong. It’s not about you.It’s about the search engine users.

I repeat; search engine owners are not concerned with your website andhow it ranks. If someone else has a web site that offers better informa-tion, or more information, or speaks to the bots better than you do—thatsite will rank better than you. It’s that simple.

To rank well, you need to understand that the search engine owner givespriority to delivering results for “their” visitor, just like you do.

In short – what search engine owners want is the bottom line. Providewhat they want, and you’ll rank well. Cheat them or try fool then, evenif you didn’t know better, is not the way to get in their good favor.


9

Chapter 4Human Spiders. Imagine that!

ome search engines don't use spiders or bots. They use humanbeings. Imagine that—live human beings crawling around theinternet with Googlebot, Gulliver and Scruffy.

For example, a website that has nothing but affiliate content will not makeit into the ODP database. Why? Because affiliate content isn’t unique.

Same thing for a website that is nothing but a replicated version of an-other site. It’s not unique. If there is nothing unique about a website, theysee no reason to list it. While some may slip through, the majority won’tmake it. They look for unique content.

SNot all search engines are search engines, you see.Some of them are search directories.

A directory uses human beings to index websitesand search engines use robots. Some directories usea combination of human and bot.

The biggest human-indexed directory is ODP—theopen directory project—more commonly known asdMoz. ODP has been dubbed "The Internet Brain" be-cause they fuel the database listings for search en-gines such as Netscape Search, AOL Search, Google,Lycos and hundreds (thousands?) of others.

All those human beings indexing web sites for ODPhave volunteered. Free. They don't get paid.

Why on earth would they do this? Most of them be-lieve that humans, with real eyes and brains, candetermine what constitutes a good website betterthan a bot can, and they're willing to put the time into prove it.

When a human being visits your website, they havethe ability to view your source code if they want to.

But, even more important, they will use their eyes tojudge the quality of your website, and they have theirown set of criteria as they do so.

HumanSpiders?

Directories usepeople to index

web sites, notrobots or spiders.

The biggest hu-man-indexed

directory is ODP,the open

directory project,also commonly

known as dMoz.

ODP has beendubbed "The

Internet Brain"because they fuel

the databaselistings for many

of the majorsearch engines.


10

Many human indexed directories use the criteria that if your content al-ready exists elsewhere then there is no need to index it yet again. I repeat- they look for unique content.

Want to hear something amazing? In the Internet Jungle, a lot of peoplewonder why they have bad search engine listings—but they haven’t everread the guidelines put out by ODP—the people that fuel most of thesearch engines out there. Know why? They didn’t even know about it.

You, too? Good thing you have this book!

P.S. As I was editing this, Google brought in humans to check the integrityof web sites in their database, too. It seems that they got tired of peopletrying to fool their algorithm and have brought in human beings to look atsites that made it past the bots.

Then, they use the results to find out how poor quality sites are getting intoGoogle, and change their algorithms and filters accordingly. This makes itmore essential to remember that working with search engines and theirpolicies is imperative.

You’ll read more about the “humans” at Google in Google This, Part II.


11

Chapter 5Web Monkeys

n the jungle, there are plenty of monkeys. Web monkeys, that is. Webmonkeys are programming people. Some write html. Some writejavascript. Some create databases. Some create software.

See, while you may use such software responsibly, to check yings once a week or so, there’s lots of people that would set every page on their website hourly, or even every few minutes.

And they’d check their competition’s website, too. And submit hnew pages loaded up with keywords… probably several timCan’t have too many of those keyword spam pages, you know.et cetera. And frankly, that uses up a lot of Google’s server res

IIt's the software monkey I'm referring to.

Software monkeys know that most people want bettersearch engine listings and don't know how to getthem. They also know that most people are rushed,rushed, rushed and want a fast solution.

Software monkeys know that they have the skills andknowledge to create software that has the ability tocheck search engine listings. Software that can alsowrite web pages. And allow the user to choose theirown keywords.

Software monkeys can even write the program so itwill submit the pages to the search engines for you.And… lo and behold, that's what they do!

There’s lots of software like that out there. Some of ithas been highly praised by computer magazines.Software to help with your search engine rankings—how cool is that? At least that’s what the webmonkeys intended it to do…

But, whenever one person comes up with somethingthat has the potential to be useful—too many otherpeople come up with a way to abuse it and make itless effective. For example, think of what spammershave done to email. Same thing with search engines.

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vering one'sottom in the

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our rank-it to check

undred ofes a day. Et cetera,ources, as


12

well as the server resources any other search engine they monitor.

Because of the abuse of such programs, Google has a notice in theirwebmaster guide stating that using an automated program to monitoryour ranking or submit pages is against their terms of service.

Know what happens when you annoy a 900 lb gorilla? Violating theirterms of service can result in just getting a reduced ranking—or it canresult having your pages completely removed from Google.

While we’re talking about automated software, there’s another kind ofsoftware you can buy, too. A lot of people think it’s the Holy Grail. (It’snot). This software will create pages and pages and pages of content foryou based on your keyword choices. I’ve heard of people creating hun-dreds of pages in an afternoon with this type of software.

The way some of these programs work is that they will pull listings fromsearch engines based on a keyword you want to have pages created for.

I’m going to explain this slowly and carefully, because many people havenever heard of this type of software.

Pretend you sell a formula for sore muscles and joints. You want to beranked well for the phrase “joint pain” among others related to what yousell.

The software will then “search” that phrase in the search engine and createa page of the top listings for that phrase.

If you go to any search engine and do a search for “joint pain” – the pagefilled with listings is very much like the page that the software will create foryou.

Yes, that’s correct—a page filled with links to your competition.

The creators of this type of software usually promise that their pages willget “in” the search engines quickly and that you’ll get lots of search enginetraffic.

In the short term, these pages may rank well. But they do not perform wellwhen it comes to making sales. Imagine having a page that ranks well for“joint pain”—but it’s filled with links to your competition. Is that what youwant on page one?

To add insult to injury, search engines are starting to penalize people whouse this type of software. Firstly, it is not unique content. Secondly, it is a


13

blatant attempt to try to escalate rankings, which is generally against theterms of service of most search engines.

But, let’s not stop at my opinion. One of my clients bought into the pitchand tried software just like this. So, I watched his stats. Know what Inoticed? A lot of people coming “in” and a lot of people “leaving” immedi-ately—from the same page. Number of sales? Zero last time I looked.

Know what Google has to say about those things?

Avoid tricks intended to improve search engine rankings. A good rule ofthumb is whether you'd feel comfortable explaining what you've done toa website that competes with you. Another useful test is to ask, "Doesthis help my users? Would I do this if search engines didn't exist?"

Check for yourself; http://www.google.com/intl/en/webmasters/guidelines.html

Some people think it’s stupid that automated programs are against mostsearch engines’ terms of service. Those people have never owned a searchengine, obviously.

Remember the search engine owners and their bottom line?

If you owned Google or Yahoo, would you want your server bombarded byautomated programs checking website rank and grabbing content to cre-ate hundreds of pages of crappy content? Or would you want your serverbusy serving your own customers? It’s all a matter of perspective!

Think of it a little like inviting a guest into your home. If a guest cameinto your home, broke every rule in the book, and did everything youasked them not to do, would they be a welcome guest very long? Wouldthey be invited back?

That’s precisely how it works with search engines. If you want to be intheir good favor, you need to follow the rules they set out, and you alsoneed to refrain from the types of behaviors that they frown on.

Yes, you can use those types of programs—they are out there for thebuying. However, if you find your pages removed or your entire websitebanned from a search engine, that is the repercussion of not keeping inmind the business goal of the search engine that you want to be listed in.

This also applies if you have hired someone that breaks the rules set outby the search engines. That’s why it’s so important to understand howsearch engine ranking works.

http://www.google.com/intl/en/webmasters/guidelines.html


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Chapter 6Rogues

ou know what a rogue is, right? In the olden days, rogues were of-ten very charming folks that had slick sales pitches and usuallysold scams and snake oil. They were usually very convincing and

seemed very sincere.

For example, in the early days of the Internet, rogues would put hun-dreds of keywords on your webpage using white text on a white back-ground, or black text on black. Bots don't have eyes, so they couldn't seethe "trick." For a while, it worked.

Then, search engine owners figured out what people were doing, andchanged the algorithm. Guess what happened? All websites using thattrick were promptly booted out of the search engine or, if they were very

YThey're pretty much the same way today. What’sworse, rogues seem to thrive in the density of theInternet jungle. (Pun intended)

Rogues know that bots have no eyes and no brains.They study the search engines to see what they can getaway with. They look for the loopholes in the algo-rithms, for the holes and the back doors.

They don't care what the search engine owners want.They don’t care what the search engine terms of serv-ice are. They believe in, and practice, search enginetrickery. Discovering the holes in the algorithms andlearning how to fool the bots is their specialty.

Many of them even say there is no such thing as ethi-cal search engine submission. If it works to get you inthe search engines, it’s fine in their books, whetherit’s against the search engine’s terms of service or not.

Some rogues actually get decent results, which con-fuses people even more.

There’s really nothing to be confused about. It’s nodifferent than sneaking into an “invitation only” partyby crawling in the window. Sure, you’re in. But whenthey discover you, you’ll be out on your butt. Samething with using rogue techniques.

Rogues look forthe holes and

loopholes in thealgorithm.That’s howthey get in.

If you go into a900 lb gorilla’s

turf and proceedto annoy it re-peatedly, what

do you thinkwill happen?

It’s not aquestion of if

it’s going tohappen,

but when.


15

lucky, just dropped into obscurity with a listing so far back that no onewould ever find it.

Rogues usually have a huge bag of tricks. Stuffing keywords in imagetags is one such trick. Stuffing keywords in style sheets is another.Writing pages with hundreds of keywords and using special code to redi-rect the keyword filled pages to your site is another common rogue trick.

Every time the search engine owner changes an algorithm, the rogues willanalyze it and come up with new tricks. Then, the search engine ownershave to keep changing the algorithm to penalize sites using tricks. It be-comes a vicious circle Remember the search engine owner’s mission? Theyjust want to give good search results for their visitors, for goodness sakes!

Each time, the rogue must find new tricks and redo the work using thenew tricks. And, of course, the customer has to pay again. You didn’t ex-pect them to redo all the work for free, did you?

Rogues often say that's the way it is with search engines. They’re wrong.You don’t have to keep redoing all the work—unless you work with arogue and need to keep changing the tricks as you get discovered.

On the Internet, there’s a new kind of rogue, too. The unintentionalrogue. That’s the person that knows a little, but not enough. They reallythink they’re doing the right thing. They usually come across as evenmore sincere than the intentional rogue, because they truly believe whatthey are doing is right.

Some of them will tell you that, when it comes to search engines, it’ssuch a competitive field that you have to do what works, regardless of thesearch engine terms of service. If that was the case, we’d all just robbanks instead of having jobs, hmm?

They are right about one thing, though. There’s no such thing as searchengine ethics. There’s just ethics. We have them. Or we don’t.

Personally, I think that if a site wants to have a good search engine list-ing, it is important to respect the wishes of the person that owns thesearch engine we want to be listed in.

In simpler terms, if you go into the a 900 lb gorilla’s turf and annoy it re-peatedly, what do you think will happen. It’s not a matter of if. It’s amatter of when.

Do you know how you can tell if you’re dealing with a rogue? Simple. Theydo things that the search engines’ terms of service ask you not to do.


16

Chapter 7The SEO

irst of all, in case you’ve never heard the term, SEO stands for“Search Engine Optimizer.” Search engine optimizers have made acareer out of studying search engine algorithms and search engine

terms of service.

Amazingly, we get these spam emails too:"Dear google.com,I visited your website and noticed that you are not listed in mostof the major search engines and directories..."

Reserve the same skepticism for unsolicited email about search engines as youdo for "burn fat at night" diet pills or requests to help transfer funds from de-posed dictators.

FIf you listen very carefully, you’ll notice that SEO’sactually do speak the English language, even thoughit doesn’t sound like it at first.

They use terms like “keyword density,” “keywordweight,” “SERP,” “linkback ratio,” “page rank,” “key-word frequency,” “organic results” and a whole lot ofother terms that make most website owners buggyeyed and confused.

We human beings do a funny thing; When they hearpeople use terminology that we don’t understand, weoften assume that person must be qualified in thatfield because they can “speak the language.”.

This works to the benefit of rogues, because roguesusually masquerade as SEO’s to get business. Mostrogues can even speak the SEO language fluently.

If you learn to play spot the rogue, you’re going tosave a LOT of time and money. Trust me on this!

Many people don’t know how to spot search enginerogues. So many that Google put a note one theirwebsite to warn people about rogue offers.

Here’s what it says;

Like to Gamble?

True search en-gine optimizers

have made a ca-reer of studying

search engine al-gorithms, terms

of service andhow to get,(and keep)

good listings.

Unfortunately,rogues usually

masquerade asSEOs.

Do you knowhow to tell the

difference?If not, you’re

gamblingat best.


17

You can see it for yourself at this page;http://www.google.com/intl/en/webmasters/seo.html

So how can you spot a rogue? Not by price. On the Internet, price is sel-dom any indicator of quality. There’s plenty of people doing good work—and poor quality work—at all price structures.

The most common way that people ‘”spot the rogue” is by realizing theirwallet is thinner and they got no results. That’s not the good way.

• Real SEO’s don’t email you out of the blue• Real SEO’s don’t use techniques that violate the search engines’ terms

of service… which are, incidentally, posted on every search engine’ssite.

• Real SEO’s don’t offer guarantees of what page they can place you on.That’s not possible.

So there you go… three easy ways to play spot the rogue—and save bothtime and money.

http://www.google.com/intl/en/webmasters/seo.html


18

Chapter 8The Website Designer

ith all the drag and drop website design tools available outthere, anyone can design a website. Designing a website thatworks (for both customers and bots) is another story.

As you’ll see in the following chapters, there are many elements of searchengine optimization that need to be implemented during the constructionof your website.

These elements are known as “on site” optimization. If you do not plan forsearch engine ranking while designing your site, you may need to rede-velop your entire website to get the results you want.

Unfortunately, many designers that don’t know how to optimize a website

WOnce upon a time, “he does it for a living” and “heknows what he is doing” were synonymous. Not soin the field of website design.

For the mere cost of a domain name, cheap hostingand a piece of site design software, anyone can hangout a shingle – and they do.

Price is not a factor, either. You’ll find good design-ers and horrid designers at all price ranges.

The look of your site is no indicator, either. Manygraphic designers have great design skills, but zeroexperience at marketing and zero understanding ofhow search engines work. Both of those, of course,are essential parts of website design..

Many people think they’ll build the website first,and “optimize” it later.

That’s kind of like putting your running shoesdown at the finish line and figuring you’ll changeshoes when you get to the finish line.

It doesn’t work that way. You need the runningshoes on before you run the race, or you’re going tolose the race.

A crapshoot?

If you don’t knowanything aboutwebsite design,

hiring a designercan be as con-

fusing as searchengines can be—

a crapshoot atbest, and a gameof Russian Rou-

lette at worst.

Frames? Tables?Dynamic pages?

Static html?Since bots read

your html files, itmakes sense that

good search en-gine rank starts

with good design.


19

for search engine ranking won’t tell you this. Why?

Some of them don’t know enough to know it. Others have their eye ontheir bottom line, which is to make a profit designing websites. Period.

Here’s a few excerpts from Google’s webmaster guide;

If we haven't picked up your site after several months, it's possible thatour spiders aren't able to find your pages…It's also possible that we'renot able to crawl your site due to technical reasons. A few of the mostcommon ones are listed below:

Your pages were unavailable when we tried to crawl them.(ie; If a page is down due to network or hosting problems)

Your pages are dynamically generated You employ doorway pages Your pages use frames

Check for yourself; http://www.google.com/intl/en/webmasters/guidelines.htmlAnother thing that is important to know is that if your website is de-signed in Flash, the search bots can not read the text in a .swf file. Yes,they can “list” and “link to” your flash page, but they cannot read thecontent of the flash files like they can with text files.

I have yet to find a flash designer that tells potential customers this.(There may be some out there, but I’ve never met them.) The ones I knowof are quick to assure potential clients that flash pages ‘can’ be ‘in’ thesearch engines. Indeed they can. Pity the search bot will have little or noidea what the site is about, since they cannot read the content.

All of this, of course, is essential to know when choosing a website de-signer, or when designing your own website.

The bottom line is that search engine robots are going to view your htmlfiles when determining how to rank your website. As such, it makessense that the person generating those pages should have good workingknowledge of what the search engine bots are looking for, and how tocreate search engine friendly websites.

If you put up a flimsy makeshift website that is not search enginefriendly, no one can optimize or fix that for you without redeveloping thewebsite.

As with every other entity in the Who’s Who list, remember that your de-signer is in business to make a profit designing websites. If a designerdoes not offer search engine friendly design, they are not likely to tell you

http://www.google.com/intl/en/webmasters/guidelines.html


20

that. It would be counter-productive in light of their goal, which is tomake their income through design. We all have “our” goal.

Does that sound horrid to you? Perhaps it does. Fact is, many peopleare myopic. They’ll staunchly defend themselves by saying they are a de-signer, not a search engine optimizer. And as long as there are peoplewilling to pay them to design sites that are not search engine friendly…well… it will continue to work for them.

Like all things online and off, it is a case of buyer beware. We can’t reallymake an educated decision without any information, now can we?


21

Chapter 9The Vizator

izators are pretty easy to identify. They’re the ones wanderingaround with their VIZA cards in hand. Some of them have a prob-lem and are looking for a solution. Others don’t have a problem, or,

not one you can help with, anyway—but they might see something theylike anyway, just like when they shop in the real world.

♦ Do you buy the first time you visit a new site run by a str♦ What makes you go back? ♦ What do you like about your favorite websites? ♦ When you buy from a website, what created the incentive

Your visitors are not so different than you, you know. Thinklittle bit before you head for page one of Google, okay?

VWant to hear something amazing?

Your visitor doesn't really care if you're Tarzan orJane, as long as you offer what they want, andyou're credible. And, there's the rub. Do you knowwhat makes you credible to a visitor?

In a study by Consumer Web Watch, over 2,600 peo-ple were asked to rate and comment on the credibil-ity of commercial web sites.

The most important factors, to the consumer, whentrying to decide if a site was credible were;1) “Design Look” (46.1%) and2) “Information Design/Structure” (28.5%)

So, looks do count after all! There’s one other waythat people will find you credible even if your de-sign is horrid. Can you guess? (I’ll tell you later!)

Want another amazing fact? According to statis-tics, less than one in a thousand people actually“buy” on the very first visit to a website.

The surest way to understand the visitor is to lookin the mirror.

coo

T

Your web sitevisitor doesn’tcare if you’re antent rich siter a plain Jane

site.

But here’s theshocker.

According tostatistics, lessthan one in a

thousand peo-ple actually

“buy” on thevery first visit

to a website.

hink about it.Do you?

anger?

to buy?

about that a


22

Be sure your website gives your vizators a reason to bookmark your site,or a reason to come back, or a reason to subscribe to your mailing list.

Otherwise, with exception of that one in a thousand, they’ll look andleave. It would be rather silly to land on page one of Google and have onein a thousand people buy from you, wouldn’t it?

P.S. As promised…The second way to earn credibility is by credible third party en-dorsement. That doesn’t mean your Mom likes it. For example,you can have the ugliest website in the world, but if the New YorkTimes or Forbes or Oprah say your stuff is great, then yes, peoplewill log on and buy on the first visit. If you don’t have that kind ofendorsement, you need to look credible and give references fromhappy customers. Simple, hey?


23

Chapter 10Pay Per Click – And PPC Tools

hat a fun little tongue twister. Paper clips are little tools that clipyour papers together at the top. Pay per clicks, on the other hand,can clip your website to the top of a search engine – but they can

end up costing you a fortune if you don’t know what you’re doing.

I know a gal that paid $5,000 in a month and didn’t make ONE sale.Ouch.

The top two places to buy pay per click listings are at Google.com andOverture.com. There are many others, (which you can find by googling“pay per click”) but those are the top two.

WNow I’ve done it. You’ll want to say “paper clip” in-stead of “pay per click” for the rest of your life!

Almost all of the search engines today offer “spon-sored” listings. Sponsored, of course, is the buzzwordfor paid.

If you go to Google.com, you’ll see them on the righthand side of the page as well as at the top. At Google,they’re called “adwords.”

If you go to Yahoo.com or many other search engines,you’ll see them at the top and the bottom of the page.

Look close. You’ll see small letters that say “spon-sored listings” or something to that effect.

Indeed, you can pay the cash and get to the top. But,before you get all excited about putting this bookdown and just paying to be at the top, let me tell youabout a couple of the pitfalls.

Pay per click means exactly that. Yes, you’ll be at thetop of the search engine , but you will pay for eachand every click that you get, whether the person thatclicked buys anything or not.

What you’d likely do, though, is buy all the wrongwords and spend money only to get little or no re-sults. That’s what most people do.

Unlike paper-clips, whichused to be a

handy little toolin the office,

pay per clickscan cost you afortune if you

don’t knowwhat you’re

doing.

But, pay perclicks offer you

a very handytool to help

with your sitevisibility.


24

Overture is now owned by Yahoo. Thus, listings that you purchase atOverture will show on several search engines, such as Yahoo.com,MSN.com and who ever is currently affiliated with the Overture PPC (payper click) engine.

So, how can this end up being a costly way to the top? Here’s a great ex-ample. Let’s say you sell Jamaican Blue Mountain coffee. So you go toOverture.com and buy the top spot for “Gourmet Coffee.” Cool. Thereyou are, in the top spot when people search for “Gourmet coffee.”

What the heck, while you’re at it, why not also buy the word “coffee.” Itonly costs a measly one dollar for every click, and you sell your coffee for$25 per bag. That’s $24 profit, right? Wrong!

Let’s say Jane Doe sees you right at the top of Yahoo.com. Wow. Gour-met coffee. So, she clicks. Aw, geez – she was looking for Hawaiian KonaCoffee, not Jamaican Blue Coffee. So, you’re out a buck and she’s backto Yahoo looking again.

But wait… maybe she does like Jamaican Blue coffee. But, she’s neverheard of you before. Remember the “Vizator” statistic? One in a thou-sand people will buy on their very first visit. So for every thousand adsyou pay for (theoretically speaking) you should make at least one sale.Suddenly, the math doesn’t sound so good, hmm?

If you have a great conversion plan in place, you probably enticed Janeto leave her email address for future follow up, but if not, you wastedthat dollar.

Come to think of it, nevermind Jane Doe. Maybe that click didn’t evencome from Jane. Maybe it came from one of your competitors who arechuckling away at the thought of how much they’re going to cost you asthey click on your links now and then to add up your advertising costuntil you stop buying that word. Yes, that happens. More than you’dthink!

Maybe it’s not even a real shopper, but someone being paid to click links.For that matter, maybe it’s not even a real person, but an automatedprogram. “Click fraud” is a huge business.

Go to Google.com and search for “click fraud” – it’s sure to open youreyes a wee bit.

If you are interested in purchasing “pay per click” listings, there’s a lotthat you need to learn first. Far more than the scope of this book can or


25

will cover.

I would highly recommend that before you even consider using any payper click service, that read and learn more about PPC advertising first.

So why am I telling you about pay per click if I don’t recommend that youuse them just yet? Because the pay per click engines offer insight intohow to determine which words people are actually searching for.

Almost every pay per click search engine offers a keyword selection toolsto help their keyword buyers choose the right words to buy. While youmay not be ready to get into paid clicks, that same tool can help you de-termine which words people are searching for so you can optimize yoursite for those terms.

For example, go to this url;http://inventory.overture.com/d/searchinventory/suggestion/

You can find it by going to www.Overture.com, then clicking on “Visit Re-source Center” and then clicking on “Keyword Selection Tool.”

Google also offers keyword selection help, at;https://adwords.google.com/select/KeywordSandboxIf you compare the two, you’ll notice that the Overture tool shows howmany times each term was –searched in the past month. (The Google tooldoesn’t)

You can use a tool like this to find out what terms people are actuallysearching for in your field.

For example, let’s say you sold mascot costumes, as one of my clientsdoes. A bit of time spend with the keyword selection tool shows thatover 10,000 people searched for the word “mascots” in the last month—but only 45 searched for the term “team mascot costume.”

That type of research can make a huge difference in your efforts to getranked well in the search engines. You’ll get best results if the words you use in the content of your websiteare actually the same words that people are searching for.

Overture isn’t the only “keyword selection tool” out there. Word-tracker.com is another, but it’s not free. If you do a Google search for“keyword tool” you’ll find many others.

I like to use a few of them to compare results. Words that consistentlyappear at the top in multiple tools are generally the most popular and

http://inventory.overture.com/d/searchinventory/suggestion/

https://adwords.google.com/select/KeywordSandbox


26

most searched words and phrases.

A True Story

When one of my clients came to me, he had been working with a "searchengine expert" who promised him better search engine ranking. The searchengine "expert" said they needed to "optimize" the site for phrases in hisindustry. Make sense? Of course!

So, working together, they chose phrases like sports mascots, baseballmascots, hockey mascot, tiger mascot costume... they showed me a longlist of phrases they'd brainstormed.

It's important to get plenty of key phrases, the expert said. Still makingsense?

I asked the client if either of them had checked to see if people are actuallysearching for those terms in the search engines. "What do you mean?" heasked, somewhat confused.

I explained keyword tools to him. Using the free Overture suggestion tool, Ishowed him the number of people that had searched for their list of chosenterms in the past 30 days;

sports mascots: 432 searchesbaseball mascots: 259 searchestiger mascot costume: 43 searcheshockey mascot: 0 searches

I asked him why he would want to pay someone to optimize his websitesfor phrases hardly anyone searches for… one of them with a search resultof zero in the last month.

Next, I showed him search phrases that get 5,000-10,000 searches permonth in his industry. That's when he fired the so called expert.

His website is now on page one and two of the top engines for many of thetop key-words and search phrases in his industry.


Chapter 11It’s All Just Perspective

once read that 95% of websites fail. I don’t know. Perhaps. Accordingto the SBA (USA Small Business Association) over 50% of small busi-nesses fail in the first year. 95% fail within five years

Wwm

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We live in aworld that has as

much time pov-erty as financial

poverty.

50% of the worlddoes not haveenough to eat.

The other 50%doesn’t have

enough time.

Lack of timemakes people

seek shortcuts.

But, can you takea shortcut with-

out know-ingthe full path inthe first place?.

o you know the reason that most small businessesail? The number one reason is poor management orack of knowledge on the part of the owner. A hard pillo swallow for some, and a good caution for others.

ebsites that fail (to profit) do so for the same rea-on. Lack of knowledge.

e live in a world that has as much time poverty asinancial poverty. 50% of the world does not havenough to eat. The other 50% doesn’t have enoughime.

ack of time makes people seek a quick fix. A short-ut. But, think about it—can you take a shortcutithout knowing the full route in the first place?

s a website owner, when you have little or no trafficnd fewer sales, it's hard to think with any other per-pective than your own. You just want to get in theearch engines so you can see sales improve. I un-erstand that.

owever, it’s essential to understand that, particu-arly on the Internet, everyone else has their primebjective too—and it’s usually their own bottom line.

27

ebsite designers, hosting companies, search engine optimizers, rogues,eb monkeys and search engine owners all have their bottom line inind. I don’t fault them for that, but you need to be informed and aware.

o you think a hosting company is going to tell you that they can offerhose cheap prices because they overload the server and have a lot ofowntime? Of course not. You want cheap? You got it.

o you think a website designer is going to tell you that they don’t knowiddly about search engines and they can’t help you with the onsite op


28

timization that you need? That wouldn’t put dinner on their table or paytheir hydro bill, now would it?

Do you think a web monkey is going to tell you that using their softwareis a violation of the terms and conditions of most search engines? Afterall, they wrote it with good intent. It’s only against the T.O.S. because ofpeople that misused it. And, most of all, they need to eat, too.

And so on and so on. This should not really be a surprise to you. The say-ing has been around for decades. Centuries, perhaps. Caveat emptor.Buyer beware.

Am I painting a picture of cynicism? Not at all. But, one of reality, yes. Forevery person out there doing their best to stay current and provide truehelp, there even more that don’t know enough or just don’t care.

For website owners, it's especially hard to step into the shoes of thesearch engine owner. It's hard to look at your website through their eyes,because, of course, you probably don’t understand algorithms in the firstplace, and you think your website is wonderful and helpful and that it"should" be at the top.

When someone comes along with just a little more knowledge than youhave, you are vulnerable.

Yet, despite what anyone tells you, it's the search engine owner's per-spective that is the most important for you to understand.

If you owned Google, or Yahoo, or any search engine, what would youexpect of people that want a good listing in the database you pay tomaintain?

You would expect them to follow your terms of service and provide thatwhich they are looking for, correct? And is it your fault if they don’t takethe time to discover what that is? Especially if you have posted it rightonline for them to read?

You see? Perspective is important.

The hands down, bar none, best way to make sure that you're work-ing with the search engine owners is to understand what they sendtheir bots out looking for—and then deliver it.

I’ll show you exactly what the search engines are looking for so that youcan provide it. But first, now that you know who’s who out there, youneed to know a little about what’s what.

29

SECTION II

What’s whatGorillas in the Myth?Once upon a time, everyoneknew the earth was flat, mencouldn’t fly and the automobilewas never going to catch on...

Google This! Section II; What’s What!

30

CHAPTER 12Google; the 900 pound gorilla.

o one comes to me saying they want to be on page one of Lycos.They all want to rank better in Google. Indeed, Google is the 900pound gorilla in the search engine jungle.

What’s actually funny is that most people don’t understand why Google isnumber one. Perhaps it’s because they don’t understand Canadian politics.

You see, in Canada, the winner of a political election doesn’t always havemajority vote. This concept seems to be particularly confusing to manyAmericans, who think that winner means the one with the most votes.

Compare these numbers!

Results of A Past Canadian Election for Prime Minister

Media Metrix Listing of Search Engine Market share

Liberal 36.7% (The Winner)

Conservative 29.6% NDP 15.7% Bloc Quebecois 12.4%

Green Party 4.3% Independent .4%Christian Heritage .3%

(yes, there’s more)

Google: 36.8% (The Winner)

Yahoo: 26.6% MSN: 14.5% AOL 12.8%

Excite 4.3%ASK 1.8%Infospace: 1.3%

(yes, there’s more)

See the parallels?

Humor aside, I really like Google and the way they work… the tools andbeta programs they offer, etc…

However, when people obsess on getting into Google to the point that they’llpay anyone (even a rogue) and do anything to try to get a page one spot,they aren’t doing themselves—or Google—any favors!

It’s important to get rid of the “page one of Google” obsession and see thingsfrom the right perspective.

N


Here’s two more statistical breakdowns of search engine market shareby other statistics firms;

Here’s an interesting thing thGoogle and start focusing ondenly like you a lot more, tooany given keyword and rank trest of the web, they will seeyou accordingly.

Notice that these two surveys are differ-ent? Notice that the market share chartshown on the previous page is yet a thirdbreakdown, different than both of these?

This confuses the people who use statis-tics the way a drunk uses a lamp post…to lean on, instead of for illumination.

Do you know why?

Ask any group of 1,000 or more peoplewhether they drink Coke, Pepsi, 7Up orDr. Pepper – and the resulting “percent-ages” of the survey will be different forevery group of one thousand people.Same thing.

Just remember this; if there are morethan two entities to choose between, thewinner might—or might not—have themajority vote.

The Moral?Don’t obsess on any one search engine!

31

at happens. When you stop obsessing on web-wide popularity – Google will sud-. After all, they seek to find “the best” forhat site at the top. When you focus on the the growth in your popularity and rank


32

Chapter 13Search Engine Tunnel Vision

et's start with being honest. When you say you want better searchengine listings, what you're really saying is that you want more re-sponse. More subscribers, or more traffic, sales or profit, yes?

Semantics? No. It’s a very important difference. First, having search en-gine tunnel vision leaves you vulnerable to rogues. Secondly, if you havesearch engine tunnel vision, you will be blind to that which would get youthe response that you really want.

Why do people get search engine tunnel vision? Because they believe thatsearch engines are the way people will find their website. But, do youknow how people actually do find websites?

How People Find Websites: Survey 1

And yet another independent survey:

L

NOTE:These charts do not “addup” to 100%.

Instead, each option rep-resents a percentage onit’s own.

Imagine a room with 100people in it.

When we ask “who hasfound websites to shop atthrough a search en-gine?" –85 people raisetheir hand. “Throughlinks?” we ask. 88 peopleraise their hand.

And so on.Same concept.

It’s an overview of theways people find sites.


33

The survey above is particularly interesting. It was conducted each Apriland October for three consecutive years. The numbers did not fluctuatemuch—and I believe that they are not much different today, either.

Most website owners ignore links, viral promotion (friend to friend), ignorethe power of print and obsess on search engines —but they lack the knowl-edge to rank well in the search engines, so they end up with little traffic.

See how many sources of visitors and traffic you could be missing out on ifyou just focus on search engines?

A membership site I created several years ago received over 2,000 signupsin less than a week. The site was not even in the search engines yet. Weachieved that result by placing a small but effective ad in the local paper.Go figure.

There’s another problem with having search engine tunnel vision. Itmakes you very susceptible to rogues. Just like they say animals cansmell fear, rogues can smell desperation. When you have search enginetunnel vision, you become a willing and easy target.

When you realize how many ways people actually find websites, you losethe search engine desperation and start seeking a variety of ways to sendtraffic to your website.

The irony of this is that once you seeking different ways to increase yourlinks, drive traffic and gain exposure, you will likely find your search enginerankings improving as your site gains popularity.


34

Chapter 14Science and Spiders

earch engines use little programs called “robots” or “spiders” thathelp build and maintain the search engine database. Those namesare used for a reason. Robots, because they’re automated pro-

grams, not human beings.

And spiders? They’re called spiders because they actually work like verymuch like a real spider. Yes, the very kind that spin webs in the realworld.

Humor me, and you’ll learn what a lot of people on the Internet just plaindon’t get. It’s an old grade school lesson that can make all the differencein your search engine ranking and give you a serious advantage overyour competition.

Do you know how a spider builds a web?

1. First, the spider spins a guide string. (illus. #1)

2. Next, the spider spins a long loopy thread hanging down from it. (il-lustration #2)

3. Then, the spider spins a thread from the loopy thread down, forming a"y" shape. The three legs of the "y" are called "primary radii." (illus.#3)

Next, the spider begins to spin more and more radii. From the center outto far reaching points, the little spider spins its radii. (illus.4,5,6)

All those radii (illus. 6, above) give strength and stability to the web. Thebigger the web, the more radii the smart little spider will spin.

S


Most humans, of course, don't know the first thing about building a web.

Last of all, when there are many radii in place, thespider finally starts to circle around, spinning thesticky threads that stick the radii together.

That’s why they usually focus on the three"big" search engines… while the little spi-der sits back laughing as the silly humanstry build a web with only three primary radii.

Three radii do not make a web, even if theyare named Google, Yahoo and MSN.

35

Ioa

Aoot“y

Iscfb

Trblp

magine the centerf the spider’s webs your web site.

t the end of eachf the “radii” is an-ther web pagehat you’veanchored” (linked)ourself to.

n the world ofearch engines, theorrect terminologyor “radii” is “link-ack.”

herefore, linkbackefers to the num-er of pages thatink to your web-age.


36

Who links to you? Would you like to know how many “radii” you have? Right now, this veryminute? Check it out at Market Leap’s link check tool;http://www.marketleap.com/publinkpop/default.htm

Now that I’ve sent you there, I should also tell you that Market Leap maynot always be accurate. Search engines don’t tend to approve of thirdparty software or programs querying their server—they’d rather useserver resources to provide search results to their visitors—so the resultsmay not always be accurate.

Instead of running to Market Leap all the time, you can query eachsearch engine yourself, manually, using the following commands that thesearch engines provide for you to check your linkback.

Google link:www.domain.comMSN/Teoma site:yourdomain.comYahooFast Search

domain:www.yourdomain.com

Alta Vista +link:domain.com

For all others, type in your domain name, with the “dot com”

So, what’s your total linkback? Take a minute. Go find out. Jot it down. Then come back …

On the date ____________________, my linkback is: ___________

As always, there’s a caveat;

While having people link to your site is good, link trades aren’t. With themost recent changes at Google, which took effect in late 2005 & early2006, Google is now “onto” people that create link trades for no reasonother than to escalate their linkback and, thus, their site popularity.

One way, incoming links are, hands down, the best way to approach yourlinkback factor. You’ll learn the most effective way to get those links inGoogle This III – Offsite Optimization.

http://www.marketleap.com/publinkpop/default.htm

37

Summary

If nothing else, there are 3 things I hope you take away from this book.

1. People do things for their own reasons. That includes search engineoptimizers, search engine submission people, people that write SEOsoftware, etc. Always think about “why” people do what they do beforeyou fall in line with the Pied Piper of the day.

2. If people want to be welcome in your home, they need to respect yourwishes there, right? Same thing applies with search engines. If youwant to rank well in the search engines, then you need to work withtheir goals, not against them. Those who break the rules, whetherthey did it intentionally or not, are seldom welcomed with open arms.

3. Ultimately, the satisfaction of the search engine visitor is what’s im-portant. Joe & Jane Public are the search engine visitors. Joe & JanePublic are also your visitors. So working to their benefit is doublybeneficial. Ask yourself what your ideal customer is looking for, de-liver that, and you please not only your potential customers — butalso the search engines.

About the Author

Visit me online at: www.LindaCaroll.com & www.consumersRrevolting.com

“ I believe that most business ownershave good ideas. They simply lack

the knowledge that would allow themto propel their ideas skyward.

Dreams without wings.

My goal is to give them the wingswith which they can fly.”

“After two years of barely hanI finally found the answer

I finally have a websit Koa Pla

Featured in the For

ging in there with my website,. Her name is Linda Caroll.e that makes money!”ntation;

bes Top 50 & more...

http://www.lindacaroll.com/

www.consumersRrevolting.com

google this! copyright, 2005 lindacaroll.com. · jane has nothing to do with gender, appearance,...

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