Some people spend a fortune on this, which is not very smart unless there is an absolute need to have a very specific look and feel to create an image or ambiance. Most people on the Internet do not seem to care much about Web design, if you believe what you see.
Amazon, Yahoo!, and Google are not exactly the most attractive sites on the Net, yet they seem to work just fine for the people who use them and that is the key. They work because they accomplish exactly what they set out to do: deliver on their audience’s expectations! If anything, look at Google.com (www.google.com) below.
Can you imagine less than that? Yet, Google commands close to 70 percent of the all Web searches. And, in my opinion, it works because this page is all about searching and nothing more.
Are the results that Google delivers better than Yahoo! or Bing (MSN)? Frankly, I am not sure that most people can tell, but Google does not try to get you involved with everything and anything as Yahoo! does (www.yahoo.com) (illustrated below).
It seems that Microsoft has learned that lesson and is doing what Google does with its newest home page (www.bing.com), and that is to focus on its core business, search.
The lesson here is that you want to start with a simple, highly focused Web site, and then you can take it from there. There are plenty of sources for free templates and I encourage you to take them into consideration.
For those interested, I have made available free templates and other resources at www.planyourinternetsuccess.com/resources.html and I encourage you to check them out. The only issue with templates, or any Web site for that matter, is to make sure that it is W3 Compliant (W3C – www.w3c.com). This ensures that most search engine spiders will be able to recognize and “read” your Web pages properly. The way to tell if your template or page is compliant is to look at the very first line of code on the index page (index.html or index.php) and note if the compliance statement is provided as shown below:
Where I believe your money would be better spent is on a program that allows you to properly manage your Web site. There are free ones (open source) like Joomla, Drupal, Magnolia, as well as paid ones that are often specialized solutions, such as Salesforce, but be aware that these solutions cost a bundle. I personally use neither and rely on Macromedia Dreamweaver and my knowledge of HTML programming, as well as the assistance of a PHP programmer when I need it, since I like 100 percent control over my Web sites. As a result, I recommend this approach, as well as a basic understanding and ability to program in HTML.
What is critical is to focus on learning the basics of building and maintaining a Web site, and not allow yourself to get bogged down with too many details. While it is not the easiest route to take, you always want to be able to understand what a Web site designer or programmer is talking about.
Finally, you must have noticed that some Web sites show a small icon next to their domain name. If you want to create something like this, it is relatively easy. Simply create a logo (keep in mind that since it is tiny, it should be something easy to recognize, like a letter) and go to http://www.favicon.cc/ and follow the instructions. You’ll be surprised to see how easy it is to do.
However, whatever you decide to do, do not waste too much time re-inventing the wheel on this one. What you need is a simple, easy-to navigate Web site that is attractive and pleasing to the eye, fun and, above all, has something relevant to say (covered on next part).
Note: You’ve probably noted that I only cover the basic in this chapter and do not go into more advance programing concept for dynamic web site (php, MySQL, ASP, Java, etc.). Selecting a language, environment, way to manage your website, etc. are complex issues that no one cannot explain in a few sentences, and for which many books are available. Furthermore different web sites require different approaches as far as programing language and data base management and this is something that I cover during the Success Group Sessions, and in even greater details during the one-on-one Success Guidance Sessions that I offer.
The first thing you should understand with the selection of a domain name is that the most obvious ones have usually been taken. As a result, try to be original and come up with something unique. While domain names will have an impact on your business, it is more as a result of its identity and recognition than its description of what you do. Take, for example, Amazon.com: would you associate this name with books and products being sold online?
With this in mind, don’t try to do too many things with your domain name, such as using keywords. I’ve come to the conclusion that so much is at play when it comes to SEO that the domain name plays a small role. However, a catchy name that is attractive, easy to spell and remember can be a great asset.
Here is an example of what not to do: I created a Web site titled “search-engine-optimization-professionals.com” that included all the keywords that I needed. However, I quickly realized that this name was way too long and too complicated (Not to mention the “s” at the end and to cover myself; I selected two domain names one with the “s” at the end and one without the “s”). But no matter what I did, it was all pointless since many people did exactly the same thing (including keywords and “-“ in their domain names) and Google started penalizing Web sites with domain names including a “-“ in the body of the name.
Bottom line, find something that is easy to remember and spell.
Another thing that you may consider is the extension (.com, .net, .TV, .org, etc.). I personally like to stay conservative in this area and usually go with the traditional “.com” and in some instances will also get “.net.”
Finally, as a personal preference, I do not recommend that people buy their domain name through their hosting company.
I personally use GoDaddy because I have many domains and GoDaddy offers a platform that enables me to manage my domains relatively easily.
The most important aspect of this platform is that it enables me to re-direct the DNS (also called Nameserver) very easily and, as a result, should I need to switch my ISP to do this very quickly and easily. There are no specific rules to follow when it comes to domain management and I do not endorse GoDaddy.
Regardless of what you decide for your domain name, keep in mind that a domain name costs less than $8 annually and if you hesitate between two domain names, buy both of them! Who knows, you may have some variations and testing them may indicate that one is doing better than the other because of the way it reads or sound, its spelling, etc.
A couple of years ago, someone suggested that I create a wine site and I went ahead and purchased a few domain names. I came up with what I thought would be an original idea and that was to target California wines and “personalize” these domain names.
I first got obvious names that were available, including www.mycaliforniawinery.com and www.buy-california-wine.com (yes, at the time the “-“ was still working). However, I was not satisfied and created these personalized domain names that included the concept of “my corner” (domains names became mycaliforniawinecorner.com, myredwinecorner.com, mychardonnaycorner.com, etc.). I must have spent $80 as I tried to corner all wine types (cabernetcorner.com, sauvigoncorner.com, etc.), but by the end of the first year, nothing came of it and I had to abandon most of them. Sure it was a loss of $80, but it could have worked and it did for another concept that involved travel destinations. What I learned with the wine Web sites allowed me to do something that is generating revenues today.
In conclusion, I encourage people to play with domain names and experiment. You may have five or even 10 misses, but it only takes one to more than pay for all the other ones.
Finally, keep in mind that if you want to brand a name, what I describe above, with many domain names exploiting one area of business, will not work. This approach is ideally suited for what is known as “mini sites” or what I call “Web site clusters” to try to catch as much traffic as possible using very targeted areas of a vertical.
Similar results may be achieved using sub-domains. For example, if you are using a domain name called “mydomain.com” with the URL “www.mydomain.com,” a sub-domain would read something like “product1.mydomain.com” or “service1.mydomain.com,” etc. This approach is not very SEO friendly but it is not terribly important, in my opinion, since natural searches have become so competitive today.
A good example for using a sub-domain is when you are trying to target geographic areas. For example, assuming that I would want to offer my services to potential clients in Chicago, I could create a sub-domain called chicago.jtouboul.com and create a completely customized page for that market. The difference between this and creating a Chicago folder within your Web site (for example www.jtouboul.com/chicago/file.php) is that the sub domain becomes a domain within your main domain and is a top level page, as opposed to including files one level down, and it has its advantages.
However, don’t worry about these details for now, since there are many options, and I suggest that you keep it simple. At a minimum, secure a few domains that you think will work for you.
The best and easiest way to do this is search through Google, Bing, and Yahoo! or via directories for competitors using the keywords that you found. Take a look at the companies listed on the first two pages, including those found in the sponsor boxes. Review what they do well and not so well, including the “look and feel,” presentation, style, content, navigation, etc. Make a checklist of what to do to improve or what not to do when you come across competitors that are not doing it right. Print out the pages of the ones that you find interesting and make notes that will help you remember why you liked the pages or what you did not like.
See how they rank by using services like Quantcast (http://www.quantcast.com/) to measure their success on the Net. If you are checking ranking with Alexa, be very careful since Alexa can be skewed very easily and may not reflect reality.
Another simple way to do this is to input the company’s URL on Google or Yahoo! and check the number of links they show; remember, the more, the better. Keep these links in mind for later and make a note of the sites that have the most. These Web sites may be businesses with which you may want to have your own links as you get established.
Finally, never underestimate your competition, especially on the Internet. You have no idea what their resources may be and how well they can reach their target audience, no matter how trivial their copy, or how poor their Web site may look to you.
4. Pass your First Test
By now, you have a business idea and you’ve done your research on keywords. You have a sense of who your competition is and you may even feel good about what you know. This means you are ready to move to the next step.
However, before you continue, you MUST ask yourself a few questions:
a) Is this a really solid idea? Put your plan down for a full day (or even two) and then pick it up and re-read your notes, research, etc. Does it still make sense? Does it feel like it is missing something? Be thorough.
b) Are the keywords that you found well-searched and is the cost reasonable considering your potential margins? If you are going to build a Web site that offers electronics to your visitors, and you intend to get your money from commissions that you will get as a publisher, you may be up for a big disappointment. With a commission of one to three percent and an average purchase of $75, do the math. You’ll need a bundle of customers and keywords will cost you a fortune. There is no way you’ll make it.
This is a huge topic - one that is specific to your business - which we’ll cover in greater detail in Volume 2. However, you must have a sound plan, something that has enough margins built in to make it profitable.
c) Is your competition the type of company or entity that you can take on? If you are trying to go after a market that is cornered by Apple, for example, you better have a unique product and lots of resources.
If all checks out positively, then I suggest that you go over all the details once more and make sure that you eliminate any elements of wishful thinking.
Finally, I would suggest that you take the time to write a short pitch (a couple of paragraphs) about your plan for your business and present it to someone who has never heard it before. If you need to explain what it is you just presented to them then, in all probability, your idea is not clear and you need to go back to the drawing board.
Alternatively, if your idea is understood, then listen to any questions that are asked and do not dismiss any criticism, no matter how trivial or “uneducated” they may seem. I’ve seen too many people, including myself, make this mistake and pay dearly for it.
In conclusion, do as much research and get as much feedback as you can. Remember that this is by far the least expensive (and often free aspect of putting together a business), so take advantage of it as much as you can.
To read the complete manual go to my website jtouboul.com (http://www.jtouboul.com).
Assuming that you have located an area of business that you’d like to pursue, the next step (before doing anything – forget domain name or Web site style and background color) is to make sure that there is a market on the Internet for this business.
There are three very distinct reasons for looking at keywords to decide if your choice is a good one and how to explore related opportunities and potential difficulty.
1) Use keyword searches to gauge the number of searches that were conducted daily, weekly, monthly, etc.
This is done for obvious reasons, since it will allow you to estimate how many people are interested in the keywords or key terms associated with your business. You obviously do not want to build a business around keywords (and by that I mean product and/or services) that nobody is looking for on the Net.
Alternatively, never let a keyword popularity dictate the kind of business you should be in. For example, would you want to create an X-rated or sex Web site simply because this is one of the most commonly searched keywords on the Internet.
Your objective is to look for keywords that fit your business and make sure that the number of searches is solid.
2) Look for keywords that are very popular and that can relate in some fashion to your own business.
Here is a “live” example of why you should not let a keyword or key term dictate the type of business you want: As I am writing this manuscript, I looked at AOL for its most searched terms (they call it “Hot Terms” at http://hot.aol.com/) and I came up with the following:
John Hughes
Steven Tyler
Rielle Hunter
‘So You Think You Can Dance’
Sharon Stone
Hugh Hefner
Anna Paquin
Rihanna
‘G.I. Joe’
Unemployment
Most of those are related to episodes in some well known person’s life and are going to last for a very short time. For example, John Hughes had just died when I was writing this, hence his name is at the top of the list (note that less than a week later his name was gone from the top and disappeared all together from AOL searches).
I can probably conclude the same of the other names and as I reviewed the AOL “Hot Searches” three months later, I noted that none of the searches listed here are on AOL top searches.
However, there is also something to be learned from these keywords. For example, and to illustrate the concept of niche, can you make something out of the keyword “unemployment?” Absolutely, and especially in this economy. However, there are already hundreds of Web sites that are offering resources and solutions for people looking for jobs, and some of them are quite dominant. Think of Monster and Hot Jobs to name only two.
However, is there a unique angle on unemployment that you could explore? What does an unemployed person do? Search for a job of course, but this person also may be looking for ways to generate revenues using his or her skills. Unemployed people may be looking to save on their grocery bills, reduce their car payment, find a cheaper place to live, get individual insurance, get a degree, —fill the blank—
What is important is to recognize a possible opportunity when you look at keywords that fit into your realm of interest or within the business you are trying to build. Again, taking the example of cars, people who are buying cars not only will be interested in insurance, but also in gas coupons, child seats, video players and other electronic gadgets to keep the kids happy, seat covers and more. The same applies to unemployed people who will be looking to buy their own computer after losing their job; they may also be interested in becoming members of a job board, in need of coupons to save additional money and any other resource that may help them through a rough time, financially-speaking.
The bottom line is that you must open your mind to all possibilities no matter how much of a stretch they may seem to be at first. And if you explore enough and look carefully at all options, you may find an area of interest in many unrelated businesses that you may be able to explore for your own. Moreover, you can find all of this by simply looking at keywords.
3) Use these same keyword searches to evaluate the competition (and price) that you will have to deal with if you were to bid on Google or one of the major search engines.
One of the critical issues with keywords is to find the best possible keywords or key terms for your business with the least possible competition. This is done in order to ensure that you will be prepared to know how much a campaign on search engines will cost you. Furthermore, it is very important to identify keywords, as well as key phrases, by popularity, by competing offers and by searches in order to have an overview of what you are getting into.
Note: That being said, the type of keyword you will use for your meta tags (code that will allow search engine to identify and classify your Web site - see SEO) and for an SEM campaign (buying keywords on AdWords, for example) will be very different.
While the first resource (wordtracker.com) will give you an idea of the volume of search and similar terms, adwords.google.com can give you a good idea of what to expect to pay for these keywords and key terms.
Finally, once you have a Web site, I would recommend that you open a Google AdWords account (adwords.google.com) and set aside a small budget for testing your idea and your creatives as well as landing pages on your Web site. However, for now, there is no need for that as you are still in the process of building your business on the Net.
To read the complete manuscript go to my web site at jtouboul.com (www.jtouboul.com)
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