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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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 – 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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In the context of a search engine query, a hit is a measure of the number of web pages matching a query returned by a search engine or directory.

Hotbot
One of the largest search engines, indexing 110 million pages. Powered by Inktomi, new submissions appear to be taking two weeks or longer to appear. The URL is http://www.hotbot.com.

HTML
HyperText Markup Language – the (main) language used to write web pages.

HTTP
HyperText Transfer Protocol – the (main) protocol used to communicate between web servers and web browsers (clients).

Inbound Link Free download google adsense Tips
A hypertext link to a particular page from elsewhere, bringing traffic to that page. Inbound links are counted to produce a measure of the page popularity. Searches for the inbound links to a page can be made on Altavista, Infoseek and Hotbot.

Index
See Directory. Also refers to the database of web pages maintained by a search engine or directory.

Infind
A meta search engine. Found at http://www.infind.com.

Infoseek
One of the largest search engines. New sites are normally added very quickly, within one or two business days. The URL is http://www.infoseek.com. Infoseek is one of the few search engines to treat singular and plural forms as the same word. Very sensitive to page popularity in its positioning algorithm.

Inktomi
The database used by some of the largest search engines, including Hotbot. Inktomi is also used by Yahoo when no matches are found in Yahoo’s own database.

IP Delivery
Similar to agent name delivery, this technique presents different content depending on the IP address of the client. It is very difficult to view pages hidden using this technique, because the real page is only visible if your IP address is the same as (for example) a search engine’s spider.

Java
A computer programming language whose programs can run on a number of different types of computer and/or operating system. Used extensively to produce applets for web pages.

Javascript
An simple interpreted computer language used for small programming tasks within HTML web pages. The scripts are normally interpreted (or run) on the client computer by the web browser. Some search engines have been known to index these scripts, presumably erroneously.

Keyword
A word which forms (part of) a search engine query.

Keyword Density
A property of the text in a web page which indicates how close together the keywords appear. Some search engines use this property for Positioning. Analysers are available which allow comparisons between pages. Pages can then be produced with the similar keyword densities to those found in high ranking pages.

Keyword Domain Name
The use of keywords as part of the URL to a website. Positioning is improved on some search engines when keywords are reinforced in the URL.

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De-listing
The removal of pages from a search engine’s index.

Removal can occur for various reasons, including unreliability of the machine that hosts a site or because of perceived attempts at spamdexing.

Description
Descriptive text associated with a web page and displayed, usually with the page title and URL, when the page appears in a list of pages generated by a search engine or directory as a result of a query. Some search engines take this description from the DESCRIPTION Meta tag – others generate their own from the text in the page. Directories often use text provided at registration.

Direct Hit
A system which monitors the search engine users’ selections from search engine results, counting which results are clicked on most, and how long visitors spend at that site, so as to improve relevancy. Used by HotBot and as a plug-in to Apple’s new innovative Sherlock search system. See www.directhit.com.

Directory google adsense shareware Guide
A server or a collection of servers dedicated to indexing internet web pages and returning lists of pages which match particular queries. Directories (also known as Indexes) are normally compiled manually, by user submission (such as at whatsnew.com), and often involve an editorial selection and/or categorization process (such as at LookSmart and Yahoo).

Dogpile
A meta search engine. Found at http://www.dogpile.com.

Domain
A sub-set of internet addresses. Domains are hierarchical, and lower-level domains often refer to particular web sites within a top-level domain. The most significant part of the address comes at the end – typical top-level domains are .com, .edu, .gov, .org (which sub-divide addresses into areas of use). There are also various geographic top-level domains (e.g. .ar, .ca, .fr, .ro etc.) referring to particular countries.

The relevance to search engine terminology is that web sites which have their own domain name (e.g. http://www.nativetongues.com) will often achieve better positioning than web sites which exist as a sub-directory of another organisation’s domain (e.g. http://ourworld.compuserve.com/homepages/tijana/).

Doorway Page
See Gateway Page.

Dynamic content
Information on web pages which changes or is changed automatically, e.g. based on database content or user information. Sometimes it’s possible to spot that this technique is being used, e.g. if the URL ends with .asp, .cfm, .cgi or .shtml. It is possible to serve dynamic content using standard (normally static) .htm or .html type pages, though. Search engines will currently index dynamic content in a similar fashion to static content, although they will not usually index URLs which contain the ? character.

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For each of these, the idea behind the recommendations is to distill the information into the clearest, most useful snippet, while retaining the primary keyword phrase as the first words in the tag. The title tag provides the first impression of a web page and can either serve to draw the visitor in, or compel them to choose another listing in the results.

Meta Tag Recommendations: The PPC Domain Parking Guide
Meta tags once held the distinction of being the primary realm of SEO specialists. Today, the use of meta tags, particularly the meta keywords tag, has diminished to an extent that search engines no longer use them in their ranking of pages. However, the meta description tag can still be of some import, as several search engines use this tag to display the snippet of text below the clickable title link in the results pages.

In the image to the left, an illustration of a Google SERP (Search Engine Results Page) shows the use of the meta description and title tags. It is on this page that searchers generally make their decision as to which result to click, and thus, while the meta description tag may have little to no impact on where a page ranks, it can significantly impact the # of visitors the page receives from search engine traffic. Note that meta tags are NOT always used on the SERPs, but can be seen (at the discretion of the search engine) if the description is accurate, well-written and relevant to the searcher’s query.

Search Friendly Text
Making the visible text on a page “search-friendly” isn’t complicated, but it is an issue that many sites struggle with. Text styles that cannot be indexed by search engines include:
• Text embedded in a Java Application or Macromedia Flash file
• Text in an image file – jpg, gif, png, etc
• Text accessible only via a form submit or other on-page action

If the search engines can’t see your page’s text, they cannot spider and index that content for visitors to find. Thus, making search-friendly text in HTML format is critical to ranking well and getting properly indexed. If you are forced to use a format that hides text from search engines, try to use the right keywords and phrases in headlines, title tags, URLs and image/file names on the page. Don’t go overboard with this tactic, and never try to hide text (by making it the same color as the background or using CSS tricks). Even if the search engines can’t detect this automatically, a competitor can easily report your site for spamming and have you de-listed entirely.

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The URL of a document should ideally be as descriptive and brief as possible. If, for example, your site’s structure has several levels of files and navigation, the URL should reflect this with folders and subfolders. Individual page’s URLs should also be descriptive without being overly lengthy, so that a visitor who sees only the URL could have a good idea of what to expect on the page. Several examples follow:

Comparison of URLs for a Canon Powershot SD400 Camera Free the PPC Money Parking

Amazon.com – http://www.amazon.com/gp/product/B0007TJ5OG/102-8372974-
4064145?v=glance&n=502394&m=ATVPDKIKX0DER&n=3031001&s=photo&v=glance
Canon.com – http://consumer.usa.canon.com/ir/controller?
act=ModelDetailAct&fcategoryid=145&modelid=11158
DPReview.com – http://www.dpreview.com/reviews/canonsd400/

With both Canon and Amazon, a user has virtually no idea what the URL might point to. With DPReview’s logical URL, however, it is easy to surmise that a review of a Canon SD400 is the likely topic of the page.

In addition to the issues of brevity and clarity, it’s also important to keep URLs limited to as few dynamic parameters as possible. A dynamic parameter is a part of the URL that provides data to a database so the proper records can be retrieved, i.e. n=3031001, v=glance, categoryid=145, etc.

Note that in both Amazon and Canon’s URLs, the dynamic parameters number 3 or more. In an ideal site, there should never be more than two. Search engineer representatives have confirmed on numerous occasions that URLs with more than 2 dynamic parameters may not be spidered unless they are perceived as significantly important (i.e. have many, many links pointing to them).

Well written URLs have the additional benefit of serving as their own anchor text when copied and pasted as links in forums, blogs, or other online venues. In the DPReview example, a search engine might see the URL: http://www.dpreview.com/reviews/canonsd400/ and give ranking credit to the page for terms in the URL like dpreview, reviews, canon, sd, 400. The parsing and breaking of terms is subject to the search engine’s analysis, but the chance of earning this additional credit makes writing friendly, usable URLs even more worthwhile.
Title tags, in addition to their invaluable use in targeting keyword terms for rankings, also help drive click-through-rates (CTRs) from the results pages. Most of the search engines will use a page’s title tag as the blue link text and headline for a result (see image below) and thus, it is important to make them informative and compelling without being overly “salesy”. The best title tags will make the targeted keywords prominent, help brand the site, and be as clear and concise as possible.

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TLP – Acronym for Top Level Page, a reference to the home page, category pages, or product pages that have unique value for the site and so are structured in the top levels of the site directory.

TLP Feed – Acronym for Top Level Page feed, the often automatic and on-subscription feed of an advertiser’s home page or unique category pages. See also Feeds.

Tail Terms – Search terms that are very specific, long phrases that include one or more modifiers, such as “cheapest helicopter skiing near Banff BC.” These longer, more specific terms are called “tail terms” based on a bell-curve distribution of keyword usage that displays the low numbers of little-used terms at the “tail” end of the bell curve graph. (See “The Long Tail” by Wired editor Chris Anderson.) Although long, specific and lesser-used tail terms have low CTRs, they are less competitive (and therefore cheaper) and often catch buyers at the end of the purchase decision process. This means that, even with low click-through numbers, tail terms can have good conversion rates. See also Head Terms.

Targeting – adesnse freeware Guide Narrowly focusing ads and keywords to attract a specific, marketing-profiled searcher and potential customer. You can target to geographic locations (geo-targeting), by days of the week or time of day (dayparting), or by gender and age (demographic targeting). Targeting features vary by search engine. Newer ad techniques and software focus on behavioral targeting, based on web activity and behaviors that are predictive for potential customers who might be more receptive to particular ads.

Themes – A theme is an overall idea of what a web page is focused on. Search engines determine the theme of a web page through analysis in the algorithm of the density of associated words on a page.

Tier I Search Engines – The top echelon, or top three, search engines that serve the vast majority of searcher queries. Also referred to as Major Engines, Top Tier Engines or GYM, for Google, Yahoo! and Microsoft Live Search.

Tier II Search Engines – Smaller, vertical and specialized engines, including general engines, such as Ask.com and AOL; meta-engines that search and display results from other search engines, such as Dogpile; local engines, shopping and comparison engines, and business vertical engines. Tier II Search Engines don’t offer the search query market share or features of the Tier I engines; however, Tier II engines can target specific, niche markets and are usually lower cost.

Tier III Search Engines – Contextual distribution networks, through which marketers’ ads appear on pages within the PPC engine’s content network, triggered by user web site page views at the moment that contain the advertiser’s keyword in its content. Cost is usually through Cost-Per-Thousand-Impressions (CPM) charges, rather than Pay Per Click (PPC). As discussed in Fundamentals coursework, Google’s contextual distribution program is called AdSense; Yahoo!’s is called Content Match.

Title Tag – An HTML tag appearing in the tag of a web page that contains the page title. The page title should be determined by the relevant contents of that specific web page. The contents of a title tag for a web page is generally displayed in a search engine result as a bold blue underlined hyperlink.

Trackbacks – A protocol that allows a blogger to link to posts, often on other blogs, that relate to a selected subject. Blogging software that supports Trackback includes a “TrackBack URL” with each post that displays other blogs that have linked to it. Source: Blog Terms Glossary Tech at Whatis.techtarget.com

Tracking URL – A specially designed and/or unique URL created to track an action or conversion from paid advertising. The URL can include strings that will show what keyword was used, what match type was triggered, and what search engine delivered the visitor.

Trademarks – Distinctive symbols, pictures or words that identify a specific product or service. Received through registration with the U.S. Patent & Trademark Office. Tier I search engines prohibit bids on trademarks as keywords if the bidder is not the legal owner, though this keyword bid practice is still allowed by Google.

Traffic – Refers to the number of visitors a website receives. It can be determined by examination of web logs.

Traffic Analysis – The process of analyzing traffic to a web site to understand what visitors are searching for and what is driving traffic to a site.

Trusted Feed – Also known as Paid Inclusion, a trusted feed is a fee-based custom crawl service offered by some search engines. These results appear in the “organic search results” of the engine. Typically, the fee is based on a “cost per click,” depending on the category of site content. It has been called a “Trusted Feed” due to the ability to actually alter the content in the feed, without changing the existing website. Also see: Paid Inclusion.

TXT//AD – Text ads as mobile device text messages.
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Creating a document format that is non-commercial is of exceptional importance for attracting links and attention. The communities of web and content builders is particularly attuned to the commercialization of the web and will consciously and sub-consciously link to and recommend resources that don’t serve prominent or interfering advertising. If you must post ads, do so as subtlety and unobtrusively as possible.

• One Great Page is Worth a Thousand Good Pages
While hundreds or dozens of on-topic pages that cover sections of an industry are valuable to a website’s growth, it is actually far better to invest a significant amount of time and energy producing a few articles/resources of truly exceptional quality. To create documents that become “industry standard” on the web and are pointed to time after time as the “source” for further investigations, claims, documents, etc. is to truly succeed in the rankings battle. The value of “owning” this traffic and link source far outweighs a myriad of articles that are rarely read or linked to.

Link Bait The Adsense Marketing Tools Search
When attempting to create the most link-worthy content, thinking outside the box and creating a document, tool or service that’s truly revolutionary can provide a necessary boost. Even on corporate image or branding sites for small companies, a single, exciting piece of content that gets picked up en masse by your web community is worth a small fortune in public relations and exposure. Better still, the links you earn with an exciting release stay with your site for a long time, providing search visibility long after the event itself has been forgotten.

With content that generates links becoming such a valuable commodity, creating solely for the purpose of gaining links has become a popular practice for talented SEOs. In order to capitalize on this phenomenon, it’s necessary to brainstorm. Below are some initial ideas that can help you build the content you need to generate great links.

• Free Tools
Automated tools that query data sources, combine information or conduct useful calculations are eminently link worthy. Think along the lines of mortgage calculators and site-checking tools, then expand into your particular area of business/operation.
• Web 2.0 Applications
Although the term Web 2.0 is more of a buzzword than a technicality, applications that fit the feature set described by the O’Reilly document do get a fantastic number of links from the web community and followers of this trend. Think mashups, maps, communities, sharing, tagging, RSS and blogs.
• Collaborative Work Documents
Working in concert with others is a good way to produce content more quickly and with generally higher quality. If you can get high-profile insiders or several known persons in an industry to collaborate, your chances for developing “link-bait” substantially increase.
• Exposes of Nefarious Deeds
Writing a journalistic-style exposé detailing the misdeeds of others (be they organizations, websites, individuals or companies) can generate a lot of links and traffic if done in a professional manner (and before anyone else). Make sure you’re very careful with these types of actions, however, as the backlash can be worse than the benefit if your actions provoke the wrong type of respon

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Offering large collections of industry data culled from polling individuals, an online survey or simply researching and aggregating data can provide a very link-worthy resource.
• Film or Animation
Particularly in industries where video clips or animations are rare (i.e. Geology, not Movie Reviews), a high quality, entertaining or informative video or animation can get more than a few folks interested.
• Charts, Graphs or Spreadsheets
These standard business graphics should certainly include analysis and dissection, but can provide a good source of links if promoted and built properly.
• High Profile Criticism
Similar to the exposé system, well-written critiques of popular products, companies, sites or individuals in a sector have the ability to pull in quite a few links from folks who agree and disagree.
• Contests, Giveaways and Competitions
Giving away prizes or public awards (even if they’re just website graphics) can get a lot of online folks interested and linking.
• Trend-Spotting
Identifying a story ahead of the crowd is commonly called “scooping” in journalism. Do this online, and all (or many) blog posts on the subject will reference your site as the first to “call it.”
• Advice from Multiple Experts
If you’re creating an article that offers advice, pulling opinions from the well-known experts in the industry is a great way to make sure links flow your way. The experts themselves will often be inclined to link.
There are dozens of other great ways to get bloggers, writers and website editors in your field to add links to your site. Imagine yourself as an industry blogger, seeking to cover the most exciting, unique trends and pages in the sector. If this individual stumbled across your content, would they be likely to write about it? If the answer is yes, it qualifies as link-bait.

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