The Mender

Metamend's Search Engine Optimization Newsletter
Issue 33
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Advice and techniques for the promotion of your web site plus Search Engine Optimization News and valuable resources for the serious on-line marketer.

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Welcome to "The Mender" Issue 33

SEARCH ENGINES AND RELATED INDUSTRY NEWS

<WEB SITE MARKETING>

McAfee aims spam tools at small business
By Lisa M. Bowman
Staff Writer, CNET News.com
April 14, 2003

McAfee Security on Monday unveiled new spam-fighting software aimed at small and midsize businesses, the first product resulting from its
acquisition of DeerSoft in January.

Smart PR For Your Small Business
By Dr. Kevin Nunley
Contributing Writer - PromoteNews.com
April 3, 2003

<SEARCH ENGINE NEWS>

Market Intelligence
Growth and Development of UK Internet Usage

<WEB SITE DESIGN>

Geo-tags & Weblogs
Location specific data for web sites is on its way, and has been for sometime.

Apple adds features to Safari browser
By Jim Hu and Ian Fried
Staff Writer, CNET News.com
April 14, 2003

Apple Computer on Monday released an updated test version of its Safari Web browser as part of its effort to distance its software environment from Microsoft's.

<WEB SITE CONTENT>

The Gilbane Report
News on content management and information technology, topics: enterprise content management, XML, enterprise search, content categorization, enterprise information integration, XML content and data integration, information architecture, and unstructured data management.



WHAT'S NEW AT METAMEND

NEW SEO PACKAGES AND PRICING
Metamend would like to introduce to you our new SEO pricing structure and benefit filled service packages. Now save even more time and money while getting the very best value for your online marketing dollar. There is a new package for every budget.

Just starting out with a new website? Check out the Kickstart package. Perfect for the do-it-yourself site owner or webmaster. No FTP access required. We can now email your tags to you for easy cut and paste optimization. We have also introduced a variety of pay-for-inclusion modules plus advanced consulting services to enhance both your online and traditional marketing programs. Check out all the new packages and services via our web site.

METAMEND CLIENTS NOW USING "GEOMEND" *Note: this service no longer applies
You may notice something new within your Tag sets this month. Our new GIS Meta Tag, or Geomend tag has now been implemented. In case you missed the big announcement last month Metamend has developed Industry First address extraction technology which can now tag your web site with latitude and longitude co-ordinates for use with wireless devices and other location-based services.

This technology is leading edge stuff. The tagging procedure, has now been incorporated throughout Metamend's client network and we are working with several leading search engines to adopt the tag as an industry standard. Once adopted, our clients will have a definitive marketing advantage over all other web sites on the Internet. Talk about your competitive advantage! This is where the future of marketing is heading folks and Metamend is delivering it to you right now!

The Geomend Tag will eventually be priced as a value-added service, but we are currently tagging ALL METAMEND CLIENTS WITH THE NEW GEOMEND TAG ABSOLUTELY FREE! For more info on this ground breaking technology and how it will benefit your site please click here to read the full press release.

NEW "STELLAR" RESELLER PROGRAM
We've had so many requests for a Metamend Affiliate or Reseller program that we've finally bowed to the pressure. Now anyone who is a Metamend client and is willing to recommend our services to others, can earn additional revenue via your web site. Good business is built on word-of-mouth from satisfied Clients. We've decided to reward our own Clients. Tell your friends and business associates and start reaping the benefits.

Call Us Toll Free at 1.866.381.6382 for all the details. Here are a couple of links to some of the first businesses to take advantage of the new Stellar Reseller program.

The Art of Advertising
Nat Zavier - Owner

Override Computer Solutions
Brady Hanna, Owner



ADMINISTRATOR'S CORNER: Why Search Engine Traffic Should Be Your Top Priority
by Richard Zwicky

Most Internet marketing methods are risky and many will not have any affect on traffic to a web site. Some online marketers will sell you anything from banner impressions, to mass email campaigns (spam), to popup ads. All these marketing tools can work, but they are also extremely risky. Some people I know find pop-ups and spam so annoying that they will never purchase anything from a business that uses them. These plans are probably not the best customer acquisition strategies, and more likely they are a total waste of money. So why would anyone bother risking money on marketing strategies that probably will not increase traffic to your website? Why not concentrate on what does work? The search engines.

Have you ever been contacted by online marketers who promise to deliver a "ton of traffic" to your website? I get these emails every day. Here's a quote from one I used to get 10 times a day (until I automatically filtered it to trash):

"Hi. I visited www.metamend.com, and noticed that you're not listed on some search engines! I think we can offer you a service which can help you increase traffic and the number of visitors to your website. I would like to introduce you to thispromotioncompany.com. We offer a unique technology that will submit your website to over 300,000 search engines and directories every month.

You'll be surprised by the low cost, and by how effective this website promotion method can be. To find out more about thispromotioncompany and the cost for submitting your website to over 300,000 search engines and directories, visit www.thispromotioncompany.com."

Have you ever received one, and wondered why they were contacting you? First off, how did they find your web site in the first place? What search engines are they referring to? If they really could deliver on their promise, then they would have so much repeat, and word of mouth business, that they wouldn't have time to be calling or emailing you. Lastly, how many people actually believe that there are 300,000 search engines?

While it's true you need traffic from the search engines, you don't need to use spam techniques to get it. You need real results, and not false hope.

Increase Web Site Traffic... Naturally
It is true that the best way to obtain lots of targeted traffic (customers) is to acquire it based on relevance, via the search engines. Various studies show that anywhere from 83% to 92% of first time visitors to a web site find it through the search engines. That's an incredible statistic. If you are not acquiring those customers as a result of a relevant query, then they will be disappointed. They may be disappointed with the search result, but more likely, they will be disappointed with your web site. In the online world that's your first impression. We all know how important a first impression is. You can never get a bad one back, and a good one will carry you a long way. You have to make sure that the search engines are sending you visitors that are looking for your products or services. If your web site matches their interests, they will remember it, and come back, even if they do not make a purchase on that visit. If they find it irrelevant, they may have subconsciously formed a negative opinion of your online business, through no fault of your own.

Search engines provide a continuous stream of targeted visitors to your website, and for the most part, it's free of charge. Some engines do charge a listing fee, but most do not. The only thing the search engine asks is that each web site operator makes an effort to provide relevant and good information to web surfers for a particular search phrase. If a web site does so, the search engines will reward the site with increased good quality traffic.

Search engine traffic is a win-win situation for any online business. It doesn't take much to improve on most web site's search engine traffic it just takes optimization. Did you know that as of January 1 2002, there were 160,000,000 domain hosts in use worldwide? Did you know that 88% of the web pages worldwide are not indexed by the largest search engines? 88% of web pages are not optimized! How can any business survive on the Internet if it is not optimized for the search engines, and thus can never be found? How can they exist if over 83% of first time visitors never find their web site? How much more money could a web site operator earn if they ensured their web site was even partially visible?

If you have an informative web site, the search engines want to send you lots of customers. That's because the more web surfers find what they want, the more they'll use a particular search engine and recommend it to their friends. The search engine also benefits, as it becomes known as a resource that gets its clients the searchers to their destinations quickly and efficiently. The more people recognize how well the engine works as a resource, the more it gets recommended, and used. As the popularity increases, so do the engine's revenues from advertising.

What Does Your Web Site Need To Receive Traffic From The Search Engines? Small web sites with only 1 or 2 pages set themselves up for failure, simply because they usually don't have enough content of interest. There are of course exceptions, where the 1 or 2 pages are each s long as a book. But these are awfully frustrating to read, and no one will be satisfied with them. Most often 1 or 2 page sites are simply too short to provide any useful information, so the search engines don't take them seriously. Among other factors, the search engines
examine how deep a site is. The more meaningful content present, the more weighty the site is viewed as, and the more importance it is given.

If you are wondering about whether to bother, ask yourself this: Why does your company have a web site? What does the company do with it? Think about it. Most companies today have web sites, and most market the web sites to facilitate customer acquisition, to increase their customer base, and to improve customer retention rates.

There are a number of reasons for having web sites. Many companies use theirs to enhance their customer service. Using a web site as a marketing vehicle is a great way for a company "to put the word out" about products, services, or offerings.

Most importantly, remember that your web site is an online resource that your clients can use to find answers to frequently asked questions, "how-to" tips, and to educate themselves. When including content on a web site, always remember that the knowledge shared may be common to you, but it's likely that you are an expert in the eyes of your clients. People visit your web site for your product or service, but also for information. If they find useful, relevant, information, they will keep coming back, and will likely make purchases. People like to buy from experts.

Instead of thinking of your web site as nothing more than an online billboard or business card, think of it as an online menu, that lets people get an idea of what it is you do, and how you do it. Develop a content rich website, optimize it, and let the search engines increase your website traffic, naturally. If you optimize each major web page within your site, you will increase the rankings in the search engine results and therefore receive targeted traffic for each of those pages.

Doing each of the above - ensuring relevant content is present, and optimizing the pages - Will ensure that the search engines have what they need so they can do their work. It will also ensure that they can send you targeted traffic (customers), so that you can get that 83% of first time visitors your online business needs to survive.

MARKETING: The Mind Share is Busy
by Robert McCourty

I read the news today oh boy...The line from the Beatles song could not be more appropriate to the goings-on around the globe these past few weeks. No matter which color of political stripe you paint yourself with, matters at hand dictate that all eyes be squarely focused on world events. Historic or horrific, from liberation to looting, each unfolding event brings with it the unerring ability to capture ones attention. To occupy the mind. To pervade the senses and weave its way into society's collective consciousness. You find yourself addicted to breaking news headlines and straining to interpret grainy satellite transmissions. You stay up until the wee hours of the night feeling drained the next day, but you go back for more first chance you get. All the while the little voice in the back of your brain whispering, "There but for the grace of God, go I." It's War. The ultimate all encompassing human spectacle. Life is at stake, and life is (when it comes right down to it) all we've got. It's only natural that the war captures our attention and why it takes a pretty good degree of our available brain power or mind share on a regular basis. The problems of the many out weigh the problems of the individual.

Productivity on a global scale is reduced during times of turmoil. Economic uncertainty gains momentum. Frivolous events become secondary to the urgency of the 'here-and-now.'

The larger advertising and marketing firms throughout North America are very tuned in to the effects such emotionally wrenching events have on the public as a whole. Ads are pulled off the air by the thousands. Specific styles of marketing and advertising such as those depicting or catering to carefree lifestyles, opulence or consumer possessiveness, often disappear entirely for fear of being interpreted as having 'bad taste' or having no respect for current events. There is absolutely nothing that will get an ad campaign dropped faster than the perception of bad taste.

Those ads will sit on the shelf until it is deemed safe to come out and insult our intelligence once again. As in all such situations, some marketing segments will actually increase in activity and perhaps even prosper during times of strife. Financial and Investment based advertising for example, usually increases by promoting messages of hope and security for the future. Anything to do with Patriotism is given free reign. The Insurance industry usually gains ground, as do the Music and Movie Industries because of their diversionary qualities.

For the small business owner, SOHO or Home-based business owner however, these may be very difficult times. Sales will slow. The phone will stop ringing. It's not your fault. It's not something you are individually responsible for which is affecting the current course of your business. It's a global event. It's that collective consciousness, mentioned earlier. You and your business are presently part of a planet-wide sociological phenomena. There is only so much mind share to go around. Things will change but for now all you can do is ride out the storm. I'm sorry, the mind share is presently busy, please try again later.



METAMEND CLIENT OF THE MONTH

Book King Scheduling Software

Meeting and event planners take note. Book King makes online scheduling software which provides extensive functionality at a price that will fit any budget. It's a cost-effective, easy to use scheduling solution that will save you time and money. Reduce the time required to schedule and manage events at your facility or meeting place. They also provide complete support and an easy to read online User Guide.



METAMEND'S SEO SERVICES PRODUCE RESULTS!

Search for "facility scheduling" or "web based facility scheduling software" on Google and look for BookKing.



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



Want some free advertising for your website? 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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Or, contact:
Todd Hooge
Director of Operations
Metamend Automated Website Promotion
Toll Free: 1-877-307-2701