How to be a WWWow on the WWWeb

Written by John Saxon

Inrepparttar quest to develop and publishrepparttar 128420 world's number one business related web site I knew we had cracked it when we entered NorthernLight at No 7 out of 4,876,060 sites onrepparttar 128421 key phrase 'business start up'.

Coming from a Sales and marketing background, with a background in IT, but no knowledge ofrepparttar 128422 Internet, I had to approach everything fromrepparttar 128423 ground up, with an open mind.

This proved to be of significant advantage, since I was prepared to listen to everyone, try anything, rejectrepparttar 128424 bad and improve onrepparttar 128425 good.

We also appear on Lycos, Google, AltaVista, Excite and a myriad of other search engines and know that with 12 months work ahead we will berepparttar 128426 No1 Business site by 2002.

So here are my ten top tips for successful web placement

1 Most web designers assume thatrepparttar 128427 customer isrepparttar 128428 reader, wrong. It's a bit like assumingrepparttar 128429 customer for an old people's home isrepparttar 128430 resident - it isn't it'srepparttar 128431 residents 45 year old daughter. Therefore sell to her andrepparttar 128432 place is full.

The main customer for a web site is 'gulliver' or 'arachnia' or whateverrepparttar 128433 search engine spider is called. Observe it, profile it, get to know it intimately, what does it like and loathe. How can you get it's attention?

2 In my experience only AltaVista takes seriously. I know this because I used mingmong21 as a keyword and, despite allrepparttar 128434 search engines we appear on, if I search on all of them for 'mingmong21' I only turn up on AltaVista. Don't put too much store in keywords.

3 The of<IMG height=12 src="/the2.jpg" alt="repparttar 128435"> page is<IMG height=12 src="/the2.jpg" alt="repparttar 128436"> single most important thing to Google, Excite and a host of other search engines, so why, why, why are we so vain that we call our web site 'XYZ inc.' if they knew who we were before they got on<IMG height=12 src="/the2.jpg" alt="repparttar 128437"> web they would have called us on<IMG height=12 src="/the2.jpg" alt="repparttar 128438"> telephone. The <TITLE> of your site should be what you do, not who you are.<p>4 Many of<IMG height=12 src="/the2.jpg" alt="repparttar 128439"> search engines pick up<IMG height=12 src="/the2.jpg" alt="repparttar 128440"> first paragraph of<IMG height=12 src="/the2.jpg" alt="repparttar 128441"> <BODY> content (in other words what's written on<IMG height=12 src="/the2.jpg" alt="repparttar 128442"> page). Don't confuse it with 'last updated on ...' and counters, etc. Just have a simple paragraph that says what you do and ... use<IMG height=12 src="/the2.jpg" alt="repparttar 128443"> same words as<IMG height=12 src="/the2.jpg" alt="repparttar 128444"> <TITLE>. <br><br></font></td><!-- google_ad_section_end --><!-- google_ad_section_start(weight=ignore) --><td align="top" width="10%"></td><td align="top" width="45%"><h2>Decloaking Hazards - Why You Should Shun Caching Search Engines</h2><font size="2">Written by Ralph Tegtmeier and Dirk Brockhausen</font><br><br><script type="text/javascript"><!-- google_ad_client = "pub-5766870852072819"; google_ad_width = 234; google_ad_height = 60; google_ad_format = "234x60_as"; google_ad_channel ="9238851329"; google_color_border = "CFB9A1"; google_color_bg = "CFB9A1"; google_color_link = "000000"; google_color_url = "431B02"; google_color_text = "431B02"; //--></script> <script type="text/javascript" src=""> </script> <br> <font size="2">While all search engines use one form of caching or another to build their indices, some of them make a point of displaying cached web pages to their users. The commonly quoted pretext for this is that it offers searchers fast access to a page's content, making it easier to check out whether it's what they are really looking for in<IMG height=12 src="/the2.jpg" alt="repparttar "> first place. Of course, what this actually does is keep visitors on<IMG height=12 src="/the2.jpg" alt="repparttar 128419"> search engine's site, making them more susceptible to banner ads and other means of promotion.<p>However,<IMG height=12 src="/the2.jpg" alt="repparttar 128420"> drawbacks this entails are numerous. - Depending on<IMG height=12 src="/the2.jpg" alt="repparttar 128421"> search engine's index cycle<IMG height=12 src="/the2.jpg" alt="repparttar 128422"> content presented may be quite outdated. - More often than not,<IMG height=12 src="/the2.jpg" alt="repparttar 128423"> presented pages will not be fully functional: = relative (internal) links tend to get broken = JavaScript and external Java applets won't work anymore = site design and layout may be massacred by incorrect or non-existent display of external Cascading Style Sheets (CSS) = banner ads may not be displayed properly, thus depriving webmasters of revenue = dynamic content may not be rendered<IMG height=12 src="/the2.jpg" alt="repparttar 128424"> way it was originally set up. - Displaying content within an alien context (e.g. under<IMG height=12 src="/the2.jpg" alt="repparttar 128425"> search engine's header, encased in a frame, etc.) beyond<IMG height=12 src="/the2.jpg" alt="repparttar 128426"> control of said content's generators/authors, arguably constitutes a blatant infringement of intellectual property and copyrights.<p>Moreover, for a web site employing IP delivery, this practice constitutes a prime Decloaking Hazard: as cloaking works by feeding an optimized (or, at least, different) page to search engine spiders not intended for human perusal, caching such pages and displaying them for<IMG height=12 src="/the2.jpg" alt="repparttar 128427"> asking will reveal your cloaking effort, this rendering it useless - any unscrupulous competitor could easily steal your cloaked code to optimize their own pages with it and achieve better rankings to your detriment.<p>The most prominent search engine displaying cached web pages not of their own making is, of course, Google. In<IMG height=12 src="/the2.jpg" alt="repparttar 128428"> past Google staff would promptly comply with any request by webmasters not to display cached pages. Then, about a year and some ago, Google introduced a proprietary meta tag (META NAME="GOOGLEBOT" CONTENT="NOARCHIVE") for webmasters to include in<IMG height=12 src="/the2.jpg" alt="repparttar 128429"> header of those pages they want to see excluded from this feature.<p>The Google meta tag actually works. While there was some indication immediately after their introduction that sites opting for this exclusion might be penalized ranking wise, this seems to have abated. Obviously, should Google really start a witch hunt on cloaking sites, as their public announcements are font of stating every other month or so, it only stands to reason that web sites making use of this special meta tag might constitute prime targets. For this reason we do not recommend cloaking for Google unless you do it exclusively from a dedicated shadow domain. <br><br></font></td><!-- google_ad_section_end --></tr><tr><td>Cont'd on page 2 ==<a class="mlink" href="2-How_to_be_a_WWWow_on_the_WWWeb-28420.htm">></a></td></tr></table><script type="text/javascript"><!-- google_ad_client = "pub-5766870852072819"; google_ad_width = 728; google_ad_height = 90; google_ad_format = "728x90_as"; google_ad_channel ="8831454965"; google_color_border = "CFB9A1"; google_color_bg = "CFB9A1"; google_color_link = "000000"; google_color_url = "431B02"; google_color_text = "431B02"; //--></script> <script type="text/javascript" src=""> </script> </td> </tr> </table> <table width="770" border="0" cellspacing="0" cellpadding="0"> <tr> <td> </td> </tr> <tr> <td height="48" align="center" background="images/bg_nav_bottm.jpg"><span class="style3"> © 2005<br> <a href="terms.html" rel="nofollow">Terms of Use</a></span></td> </tr> </table></td> </tr> </table> <script type="text/javascript"> var HASH_ESCAPED="%23"; function TrackIt(adUnit){ if (window.status) { var adDomain = escape(window.status.substring(6)); var pyPage = document.location.pathname; var params =; var hasAnchor = params.lastIndexOf(HASH_ESCAPED)!= -1; params = hasAnchor? (params.substring(0, params.lastIndexOf(HASH_ESCAPED))) : params; pyPage = escape(pyPage.substring(pyPage.lastIndexOf('/') + 1)); pyPage = pyPage + params; var curTime = new Date().valueOf(); var bug = new Image(); bug.src = '/track/adsenseTrack.php?pyPage=' + pyPage + '&adDomain=' + adDomain + '&adUnit=' + adUnit + "&time=" + curTime; } } function TrackIt0() {TrackIt(0); } function TrackIt1() {TrackIt(1); } function TrackIt2() {TrackIt(2); } var elements = document.getElementsByTagName("iframe"); for (var i = 0; i < elements.length; i++) { if(elements[i].src.indexOf('') > -1) { //elements[i].onfocus = TrackIt; if (i==0) elements[i].onfocus = TrackIt0; if (i==1) elements[i].onfocus = TrackIt1; if (i==2) elements[i].onfocus = TrackIt2; } } </script> <!--WEBBOT bot="HTMLMarkup" startspan ALT="Site Meter" --> <script type="text/javascript" language="JavaScript">var site="s19improve"</script> <script type="text/javascript" language="JavaScript1.2" src=""> </script> <noscript> <a href="" target="_top"> <img src="" alt="Site Meter" border=0></a> </noscript> <!-- Copyright (c)2002 Site Meter --> <!--WEBBOT bot="HTMLMarkup" Endspan --> </body> </html>