The Mender

Metamend's Web Site Optimization and Marketing Newsletter
Issue 14
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Advice and techniques for the marketing and promotion of your web site plus breaking Search Engine Optimization News and valuable resources for the serious on-line marketer.

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Welcome to "The Mender" Issue 14

You are receiving this newsletter because you are a valued Metamend client, you have opted-in via our web site, you have added your site to Metamend's free link section or someone has forwarded this newsletter to you. This newsletter is never sent unsolicited.


New Technology Partner: Multiactive
Metamend is pleased to announce we have entered into a joint marketing agreement with Multiactive Software Inc. to promote Metamend's automated search engine optimization technology to Multiactive's client base as a preferred web site marketing solution. Multiactive is a leading developer of innovative eBusiness, customer relationship management (CRM), and contact management software designed to facilitate, track, analyze and automate sales, marketing, and customer service. Multiactive Software has been listed as one of the world's top 500 software companies by Software magazine.

Metamend's SEO solution will be offered via Multiactive's web site and existing product line including Maximizer Enterprise Edition, ecBuilder Pro and ecBuilder Developer's Edition. Welcome aboard to Multiactive and clients.


New Web Site Enhancement: Automated Dublin Core Tag Insertion

Great news for our clients! You may notice a much larger tag set the next time your site is mended. Metamend has developed software which will automatically create and insert relevant Dublin Core (DC) MetaData elements into the source code of your web pages.

The Dublin Core standard comprises fifteen data elements, the semantics of which have been established through consensus by an international, cross-disciplinary group of professionals from librarianship, computer science, text encoding, the museum community and other related fields of scholarship.

The Dublin Core can help the 'digital tourist' -- a non-specialist searcher -- find his or her way by supporting a common set of elements, the semantics of which are universally understood and supported.

The Dublin Core Element Set was originally developed in English, but versions are being created in many other languages, including Finnish, Norwegian, Thai, Japanese, French, Portuguese, German, Greek, Indonesian, and Spanish.

There are tens of thousands of subject specific, industry specific and language specific databases of information beyond regular search engines used by the general public.

Given time, these small unassuming lines of Dublin Core code, will vastly enhance your web site's acceptance into these databases by allowing valid pages to be relevantly indexed within specific subject classifications and categories and cross-referenced for quick search ability. Portals and Vortels indexing web sites via Dublin Core elements as well as multilingual and country specific search engines will welcome DC coded sites. Thus, a DC coded web site will gain considerable competitive advantage over an uncoded one, which for all intents and purposes will remain non-indexable (practically invisible) to a huge segment of Internet users.

We wanted our automated SEO technology to be fully capable of deploying these important new datasets for our clients well before global adoption of the standard.

The new Dublin Core insertion module promises to open large doors to the global marketplace for our valued clients. Best of all, this new technology will be implemented at no extra charge to all Metamend Clients. Pretty cool! For more information on this subject check out:



New Web Site Enhancement: The Metamengine Check-up

Another new feature for our clients. Log into your account administration area and check out the new Metamengine Check-up. This cool tool will quickly spider your web site and analyze fifteen (15) crucial parameters your site needs to meet in order for it to be 100% optimized for search engine friendliness.

Help files are included with each item. Simply click on any item in the "Tag" column for a detailed explanation. Should your site not receive a perfect score, we're here for you. Our customer service staff will be happy to answer any questions and provide advice and instructions on how to make your web site score that perfect 100 percent. This service is currently only available to Metamend clients, and once again, included at no extra charge as part of your monthly package of Metamend services.

MARKETING: Think Locally-Market Globally
by Robert K. McCourty

Here are several ways to help you market your goods and services. The best place to start is right in your own backyard. Get to know your neighbors. Volunteer for a community event. Give free seminars or tours of your business. Be a guest speaker at a career fair. Sponsor a baseball team. Support your local arts. Write a column for a local paper or newsletter. Join the church choir.

You may think these suggestions have nothing to do with marketing your web site on the Internet, but you'd be wrong. Introducing yourself and your products or services to new audiences is every bit as important as anything you do online. It's called the introductory phase. It expands your boundaries and your local reputation. Once you hand someone a business card with your e-mail and web site address on it, you've doubled your exposure and they will probably remember you the next time someone asks if they know anyone who sells X product or performs Y service. It may not produce an immediate sale that very day, but others will help spread the word for you, for free. You never know who's ears your name will fall into by simply be being a good community member. Never forget that word-of-mouth is still the best and most cost effective way to grow your business. So get out from behind that computer screen this summer and introduce yourself to your community. It'll pay you back tenfold and you may even make some new friends along the way.


TECH TIPS: Computer Viruses and Hosting Companies
by Dave Elash

Once again there's been a lot of focus on computer viruses lately. It always seems something requires attention. The names change but how to effectively deal with them does not. So what is your best line of defense? Make sure you have some decent antivirus software and always stay up to date with the latest virus definitions for your software. There are plenty of antivirus companies and most have 30 day demo software available for download, so you can make an informed decision before you decide which is right for you. Whether you're computer savvy or just a beginner, a good antivirus program is a must, sooner or later you will need one.

Of course this just covers your home or workstation machine. What about your professional web site? What about the computer where your site is hosted? Good hosting companies will have some kind of policy regarding viruses as part of their regular service guarantee, but what would their policy be exactly? A web server should be dedicated to just that, serving web pages and running programs which support that purpose...Almost nothing else. If someone is using a jazzed up Windows 2000 Advanced Server as a workstation and hosting multiple web sites on it as well, you should definitely stay away. Most hosting companies will have separate servers that handle e-mail, database connectivity, and other specialized services.

Something called "shell access" is also a no-no, nobody should be allowed shell access to web servers except for the technical staff of the hosting company. You don't want some computer whiz kid with a mean streak hacking away on the machine that hosts your site. Regularly applying service patches and operating system updates is also something your hosting company should do as part of a standard services policy. So ask your hosting company about the above and then decide whether you think your site is in safe hands. If your hosting company doesn't have an antivirus policy you should definitely move your site to one that does.

The nature of the Internet does not allow for 100% protection, but if you own a web site you should always make sure you have a complete, up to date, backup copy of the entire site stored on a floppy or CD. This just makes good common sense. When it comes to your web site there are far worse things than a computer virus infecting your hosting companies server, but we'll save those topics for another


WEBMASTER'S CORNER: The Browser Impaired!
by Todd Hooge

Once upon a time there was a webmaster who designed web sites with only one browser in mind. The webmaster lost all of his contracts, and had to look for another job. End of story.

Okay - maybe that's a bit blunt, but browser incompatibility can, even today, be an all too common occurrence with today's high bandwidth web sites. With the ever increasing capabilities of computer hardware and software, you would think the average web designer would take the extra couple of hours to ensure s/he had both IE and Netscape installed to check for web site clarity between them.

Formatting for consistency between IE and Netscape is easy once you get the hang of it and should be an ongoing presence in your mind when designing a site. If not, you may be 100 hours into a great looking site when you discover that your style-sheets are not cascading like you thought or your table background colors are black in one browser and blue in the other. Double checking these factors as you build is a necessary evil, at least until there is a 'real' standardization to which all browser designers conform. This may not happen for some time, as the Web is designed to be rebellious in nature - open minded if you will.

When you design, remember to enjoy the lavish toys that our current browsers let us play with, but keep in mind your target audience may not be so lucky.


BONUS SPECIAL TIPS SECTION: Using Search Engines For Beginners - Part Two
by Leo Commandeur

Using Quotation Marks To Multiply Search results. Now that you know how to add and subtract terms, (see issue #13 of Mender) we can move on to multiplication. As in normal math, multiplying terms through a "phrase search" can be a much better way to get the answers. For example, remember when we wanted pages about reserving a campsite in Arizona? We entered all the terms like this:

+Arizona +camping +reservations

This brings back pages which have all those words on them, but there's no guarantee that the words may necessarily be near each other. You could get a page that mentions Arizona in the opening paragraph but then later on talks about getting camping reservations in the Grand Canyon. All the words you added together would appear on this page, but it still might not be the information you are seeking. Doing a phrase search avoids this problem. This is where you tell a search engine to give you pages where the terms appear in exactly the order you specify. Do this by putting quotation marks around the phrase, like this:

"Grand Canyon camping reservations"

Now, only pages that have all the words and in this exact order will be listed. The answers should be much more on target than with simple addition. Likewise, in this example?

+windows +2000 +bugs

As you can imagine, multiplying the terms together within a phrase search would work better, because that exact phrase probably appears on relevant pages dealing with Windows 2000 bugs. So try this:

"windows 2000 bugs" and include the quotation marks.

Combining Symbols
Now we're getting fancy. Once you've mastered adding, subtracting and multiplying, you can combine these symbols to easily create targeted
searches. For example, a person wants pages only about Star Trek's original series? We searched this way:

star trek -voyager -deep -space -nine -next -generation

A better search might use subtraction and multiplication together:

"star trek" -voyager -"deep space nine" -"next generation"

Where Does This Work?
Practically all of the major search engines support Search Engine Mat. Here are some specific issues involving particular search engines. AltaVista is a little unusual in that it has automatic phrase detection. Thus, you shouldn't need to use the quotation marks, although you still can, if you prefer. You may also need to use the + symbol within quotation marks at Google. See Google's Search Assistance Features for more information about phrase searching at Google.

Snap, Lycos, MSN Search, Netscape Search and Yahoo are unusual in they are primarily directories, which are built by humans. Editors list sites by category, and they usually give each site a short description. When you search at a directory, you are first shown matching web sites, if there are no matching web sites at all, you are then shown matching web pages which come from search engine listings. You can still use Search Engine Math at directories, despite them being slightly different from regular search engines that crawl the web. Good luck and good searching.


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Metamend: Innovative web site optimization and marketing service which automatically corrects keywords and meta tags increasing web site relevance and popularity within search engines.

Want some free advertising for your web site? This space [              ] free to all Metamend clients. Just ask. We'll be happy to include you in a future issue. Let the promotion begin.

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Todd Hooge
Director of Operations
Metamend Automated Website Promotion
Toll Free: 1-877-307-2701