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Referral Flood
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Blogging Business |
John Jantsch
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Featured Resource - NEW Digital Version Now Available for Immediate Download - It's Selling Like Hotcakes! Independent Review - Klaus Dahl recently reviewed Referral Flood at this site - The Direct Marketing Review. Klaus does these reviews on his own and does not promote the products he reviews. Check it out
Referral Flood
- How to generate a flood of new business without spending one dime on
advertising
Featured Resource #2 -
The Duct Tape Marketing Blog
Channel - NOW OPEN!
Featured Resource
#3 Web Site ToolKit - This is a comprehensive program that gives you everything you need to build a high quality professional service business web site. Includes audio tutorial, online manual, links to web page samples and web and online services and resources.
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Special Guest Articles - The next 8 issues of Duct Tape Marketing will feature an article by one of the members of the Duct Tape Marketing Blog Channel. You can meet the entire group of small business marketing experts by visiting the Blog Channel Guide
Featured Tip
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Robert
Middleton's - Web Site ToolKit
Search Engines are going to find your new web page in one of three ways links from an existing indexed web page, manual submission to the SE, and a relatively new method called XML data feed.
Having a link to your new web page from an existing web page that the SE already knows to exist is the best method for most businesses. When the SE comes across this link to a new web page, it implies that someone else has found your web page important enough to link to.
Pro Tip: When I create a new web site for a client, I immediately place a link to the web site in my portfolio page. Since my site is searched often by the SE, this new link will be found and can be scheduled for indexing very quickly. If you developed your web site yourself, then have someone who is already in the SE link to your new site.
As far as manual submission of your web pages, most SE professionals doubt the reliability of this method. In the early days of SE, this was a great way for them to find and index new sites. But as spammers have flooded the SE with free submissions, SE either have ignored this method or have turned to a paid submission process.
The XML data feed method, such as Yahoo! Site Match system, allows web sites to submit new content for crawling and indexing in a special XML-based format. This is a great method of getting your new content known to the SE, and will be a subject of a future post.
Once a SE's crawler (or spider) has found your web page, a copy is made and stored in their database. If the page is already in HTML format, then the storage happens immediately. If the page is in some other format, such as PDF or Microsoft Word, then the SE will convert the page into an HTML equivalent.
2. Analyzing the Page Content
Once your web page has been found and stored, the SE will inspect every word and tag and translate it into a mathematical representation in its database This process is different for each SE and it is strictly confidential. If this translation were ever to be released, then SE marketers could change the structure of their web pages in order to artificially inflate the page's relevance and ranking.
The complexity of the analysis, as well as the different processes used by the different SE, make a detailed discussion on this topic difficult. What is important to know is at this point the SE do not look at the real web pages, they look at these mathematical representations when they match the searchers keywords to the documents in the database.
One more point I'd like to make. When the SE analyzer comes across a link, the SE will feed that link back into its scheduler program to have its crawler visit that page.
Pro Tip: To find out which of your pages have been found by Google, type the following into Google's search field: site:YourDomainName.com
3. Processing Searchers Queries
A discussion of Information Retrieval Theory is well beyond the scope of this blog. But there are some very important issues that you need to be aware of.
Everyone is familiar with the plain text-based search feature of SE. Here you would type into the search field something like "public golf courses in New Jersey". But SE are advancing into many different areas of search results. For example, type in your telephone number and see what comes back. Even FedEx tracking numbers are interpreted by the SE giving you just the information you are searching for.
This concept, called semantic analysis, which tries to determine the searchers intention when typing in search keywords is an area that all major SE are competing in. Each SE wants to deliver the best results to its visitors or risk losing that business to a competitor.
But the SE have to be careful. Some SE track searching habits and use that information to improve their service. This comes very close to privacy infringement. Some users won't mind being tracked if their search results improve, but a lot of other people think that it's none of the SE's business to track their search history. For more information, read this article that was posted June 3rd on CNN.
This is part one of 3,
want to Read Part 2?
Mark is the Vice President of The
Boulevard Group, a web development firm specializing in supporting
small businesses harness the power of the Internet. With over 15 years
of high technology experience and seven years in sales and marketing,
Mark brings a unique perspective to the readers of Duct Tape Marketing.
Email Mark
~ ~ ~ ~ ~ ~ ~ ~
John Jantsch is a marketing consultant based in Kansas City, Mo. He
writes frequently on real world small business marketing tactics and is
the creator of “Duct Tape Marketing” a turn-key small business marketing
system. Check out his award winning blogs at
http://www.DuctTapeMarketing.com/weblog.php
and
http://www.bloggingbusiness.com
Featured Book
All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin
At times I've thought that Seth Godin is the master of repackaging the
obvious. But, then I always end up thinking his books are great. All
Marketers Are Liars is a great read and tremendous reminder that
consumer, prospects want to do business or be a part of something they
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the real point.
Featured Magazine
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These subscriptions are not part of a sales promotion or gimmick. Go get
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Featured
Listening
Magic Time - Van Morrison
Easily Van Morrison's best work in over a decade. I think his voice,
more than any other, is the musical voice of my generation. In some ways
more than the Beatles he has influenced music and done it his own way.
It's no surprise that this album is self-produced with an occasional
Astral Weeks influence.
I have also posted my
Top 25 Albums of All Time List for those interested in such things!
©2003-2005 John Jantsch • All rights reserved •
816-561-3931 • John@DuctTapeMarketing.com