In a specific example of a business model renaissance, PPC Affiliate Michael Rappa refers to auctions. Still, there is no discussion of revenue generation, a common thread of most definitions of business model. “E-commerce will give rise to new kinds of business models. That much is certain. But the web is also likely to reinvent tried-and-true models. Auctions are a perfect example. One of the oldest business models, auctions have been widely used throughout the world to set prices for such items as agricultural commodities, financial instruments, and unique items like fine art and antiquities. Companies like ebay have popularized the auction model and broadened its application on the web to a wide array of goods and services.” 1

In the Fortune article, Dot-Coms: What Have We Learned?, Harvard Business School professor Clayton Christensen explains how even he “…has had to refine his thinking. He now considers the Internet not a disruptive technology per se but ‘an infrastructure that can enable disruptive business models.’ He says, ‘I’ve been learning along with everyone else.’…” 19

Alex Gove, author of Red Herring article, New mediator: The music industry needs to offer more than clever business models, states that the “market for new business models shows no sign of slowing. The Internet business model du jour seems to be affiliate marketing, in which companies like Mercata and Accompany promise online customers lower prices by aggregating their buying power.” PPC Affiliate Search
The underlying message is that the business model is their promise of lower prices by aggregation of customers’ buying power, but never in the article is this actually spelled out. 17

Kellogg Graduate School of Management Professor, Mohanbir Sawhney and Kellogg graduate student, Sumant Mandal, discuss the globalization factors in play with Internet based business models, in their article, Go Global. “The Net’s global reach makes ecommerce models transparent. Anyone with a Web browser can study and hijack your business model — from distribution and pricing models, right down to the pixels on your front page.” 7

Heather Green explains the correlation between business model and revenue in her article, Throw Out Your Old Business Model. “…Today there are a bewildering number of signposts, each pointing to a different business model or revenue opportunity: ads, subscriptions, transaction fees, direct sales to consumers or businesses, and commissions for matching buyers to sellers. To make the most of any of these, you must pinpoint your core strength, then turn on the creative juices to come up with new revenue streams. 5

In his article, Revamping the Corporation from the Inside Out, Gary Hamel, discusses the need for business models to be “rebuilt to change.” “In the Internet Age it is not technology that creates new wealth, but radical new business concepts. The dilemma, of course, is that most companies cannot innovate at such a fast pace. Most companies were built to do a single thing, exceedingly well, for an exceedingly long period of time—think of AT&T and long distance, Boeing and airplanes, Ford and cars, Intel and microprocessors, or Xerox and copiers. For the most part, the firm and its business model were assumed to be one and the same thing. The assumption was that good business models were virtually immortal—and so they were, in a slow-spinning world. But no more. Today, business models can be rendered in the blink of an eye. So every company that was ‘built to last,’ must now be ‘rebuilt to change’.” 6

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Canonical Issues & Duplicate Content The SEO with RSS
One of the most common and problematic issues for website builders, particularly those with larger, dynamic sites powered by databases, is the issue of duplicate content. Search engines are primarily interested in unique documents and text, and when they find multiple instances of the same content, they are likely to select a single one as “canonical” and display that page in their results.

If your site has multiple pages with the same content, either through a content management system that creates duplicates through separate navigation, or because copies exist from multiple versions, you may be hurting those pages’ chances of ranking in the SERPs. In addition, the value that comes from anchor text and link weight, through both internal and external links to the page, will be diluted by multiple versions.
The solution is to take any current duplicate pages and use a 301 re-direct (described in detail here) to point all versions to a single, “canonical” edition of the content.

One very common place to look for this error is on a site’s homepage – oftentimes, a website will have the same content on http://www.url.com, http://url.com and http://www.url.com/index.html. That separation alone can cause lost link value and severely damage rankings for the site’s homepage. If you find many links outside the site pointing to both the non-www and the www version, it may be wise to use a 301 re-write rule to affect all pages at one so they point to the other.

Building a Traffic-Worthy Site The SEO with RSS Search

One of the most important (and often overlooked) subjects in SEO is building a site deserving of top rankings at the search engines. A site that ranks #1 for a set of terms in a competitive industry or market segment must be able to justify its value, or risk losing out to competitors who offer more. Search engines’ goals are to rank the best, most usable, functional and informative sites first. By intertwining your site’s content and performance with these goals, you can help to ensure its long term prospects in the search engine rankings.

Usability
Usability represents the ease-of-use inherent in your site’s design, navigation, architecture and functionality. The idea behind the practice is to make your site intuitive so that visitors will have the best possible experience on the site. A whole host of features figure into usability, including:

• Design
The graphical elements and layout of website have a strong influence on how easily usable the site is. Standards like blue, underlined links, top and side menu bars, logos in the top, left-hand corner may seem like rules that can be bent, but adherence to these elements (with which web users are already familiar) will help to make a site usable. Design also encompasses important topics like visibility & contrast, affecting how easy it is for users to interest the text and image elements of the site. Separation of unique sections like navigation, advertising, content, search bars, etc. is also critical as users follow design cues to help them understand a page’s content. A final consideration would also take into account the importance of ensuring that critical elements in a site’s design (like menus, logos, colors and layout) were used consistently throughout the site.

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SEO Glossary
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S

SEO – Acronym for “Search Engine Optimization.” This is the process of editing a web site’s content and code in order to improve visibility within one or more search engines. When this term is used to describe an individual, it stands for “Search Engine Optimizer” or one who performs SEO.

SERP – Acronym for Search Engine Results Page, the page delivered to a searcher that displays the results of a search query entered into the search field. Displays both paid ad (sponsored) and organic listings in varying positions or rank.

SSP Feed – See Search Submit Pro and Feeds.

Saturation (Search Engine Saturation) — A term relating to the number of URLs included from a specific web site in any given search engine. The higher the saturation level or number of pages indexed into a search engine, the higher the potential traffic levels and rankings.

Search Directory – Similar to a search engine, in that they both compile databases of web sites. A directory does not use crawlers in order to obtain entries in its search database. Instead, it relies on user interaction and submissions for the content it contains. Submissions are then categorized by topic and normally alphabetized, so that the results of any search will start with site descriptions that begin with some number or non-letter character, then moving from A-to-Z.

Search Engines – Free adsense Tips A search engine is a database of many web pages. Most engines display the number of web pages they hold in their database at any given time. A search engine generally “ranks” or orders the results according to a set of parameters. These parameters (called algorithms) vary among search engines; they are always improving in order to identify spam as well as improve relevance. See also SERP, Algorithm.

Search Funnel – Movement of searchers, who tend to do several searches before reaching a buy decision, that works from broad, general keyword search terms to narrower, specific keywords. Advertisers use the search funnel to anticipate customer intent and develop keywords targeted to different stages. Also refers to potential for switches at stages in the funnel when, for example, searchers start with keywords for a desired brand, but switch to other brands after gathering information on the category. Microsoft AdCenter tested a search funnel keyword tool in 2006 to target keywords to search funnel stages.

Search Query – The word or phrase a searcher types into a search field, which initiates search engine results page listings and PPC ad serves. In PPC advertising, the goal is to bid on keywords that closely match the search queries of the advertiser’s targets. See also Query.

Search Submit Pro (SSP) – Search Submit Pro is Yahoo!’s paid inclusion product that uses a “feed” tactic. With Search Submit Pro, Yahoo! crawls your web site as well as an optimized XML feed that represents the content on your site. Yahoo! applies its algorithm to both the actual web site pages and the XML feed to determine which listing is most appropriate to appear in the organic search results when a user conducts a search for relevant terms. Yahoo! charges a CPC, determined by category, for each time a listing established through SSP is clicked.

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