Whether you're new to the internet or a long term resident, you've probably seen advertisements for "search engine secrets", guaranteeing you information that will get you in the top ten. You might be interested in the "behind the scenes" story about what we call "The Search Engine Game."

1. High Ranking May Equal Hits - But...

Studies have shown that surfers who are randomly surfing usually do not buy on the first visit. In fact, if they do buy, it's usually after several repeat visits to your site.

If your web site has a counter that allows you to track who comes to your site and what pages they visit, you will be able to see which pages viewers are attracted to and which ones hold no appeal.

For your site to make the sale, it must appeal to the viewer, bring them back, and offer some "value added" benefit which induces your visitors to spend their time exploring your entire site.

And, again. Just as in standard advertising, potential customers may often need to see an offering as much as twenty times before they buy. Does your site bring them back?

3. But I'm In The Top Ten, Doesn't That Count?

Sure, for a while. But remember two things. With more than 2000 sites being added daily to the internet, getting in the top ten does not insure that you will stay there.

So how do the "search engine secrets" sellers do it?

They work at it. It's their job. They may submit multiple URL's, test different keyword patterns and placement, change site designs to be tailored for each search engine.

AND, when you read number seven below "A Real Clue", you'll see that some of these netpreneurs are using totally different strategies.

The real point here is that the time it takes to keep your site in the top ten or twenty is enormous, and doesn't offer the same potential as using that time to market your site in lots of different ways.

In fact, software programs have now been designed that promise top placement (in the top twenty) with certain search engines -- for a fee. The lowest we've seen is $99 a month.

But there is NO software program that guarantees that you'll get a certain number of sales, because sales require a complete marketing strategy, a good product or service, an appealing web site, and good business practices behind the scenes.

4. I See Lots of Spamming But I Don't See The Search Engines Penalizing These Sites.

They are, you just don't know it. If the site is taken down, some netpreneurs simply re-submit in a day or so and start the game all over again.

And if the search engines don't catch the spamming, read number eight below "Who Are The Web Police?"

Again, think of the time investment necessary for you to try to insure top ten/twenty placement, knowing that hits do not equal sales and also knowing that to keep high placement, you've got to work at it almost daily.

5. So Why Is Everyone So Hot About Getting In The Top Ten?

Because netpreneurs, particularly new ones, have been programmed (often by search engine secret sellers) to believe that high ranking is THE ONLY WAY to make a profit on the internet

Once you've had some time to review successful sites, you'll see that most of them rely on traffic that they've directed or "pulled" to their site.

What's pull traffic? Traffic you've directed to your own site through the use of newsgroups, opt-in email programs, news releases, off line marketing, links, alliances with other businesses, discussion groups, ezines, or newsletters.

The secret here is two fold. First, you're drawing already interested customers to your site, which makes your chance of a sale closer to 30%, rather than the 1-3% you might get from drop in traffic or email spamming.

Second, you've got a widely diversified marketing plan. You are not vulnerable to ONE marketing tool, such as high ranking.

6. Ok, What's The Point?

Simply put, don't put all your eggs in one basket. The internet as a center of commerce is new and the methods of doing business on the internet are evolving daily.

The point is, it takes time, the learning curve is tremendous, and the more information you can obtain from other netpreneurs who are operating successfully, the better your chances are for internet success.

7. A Real Clue!

Have you had someone email you promising that they can increase your site's "findability", or get you in the top ten? Sure, and they offer you their www address and you go visit.

But the really interesting thing is, if you type in "search secrets" or other similar words, their site is no where to be found - not in the top ten, not in the top 50.

Why? Because they know that real marketing requires that you draw the customer to your site - you don't wait for them to randomly stop by.

If a potential customer has seen your site in an email, a Postmaster listing, a newsgroup, or clicked on it from a banner, they are already interested in what you have to offer. You're already 50% of the way there.

That's why getting high placement is such a minute part of marketing your business on the internet and why you need a complete marketing strategy to promote your business.

8. Who are the Web Police?

As more and more people compete for high placement and become aware of how to view the source code of their competitor's pages, I'we have seen many instances where an individual (I call them the Web Police) will report a site to a search engine - because they found egregious spamming.

The search engine removes the site, usually the same day and will even email the reporting person a confirmation that they did so.

So, even if you use the spamming technique and get high placement, and the search engine doesn't catch it, anyone who views your source code can have your site removed at their whim.

9. What's The Answer Then?

A complete strategy that includes good search engine placement AND a dedicated plan to draw customers to your site from other arenas.

Just as your business has a mission statement and a set of goals, your web site needs the same. And just as your business goals are reviewed and amended regularly, the same must be done with your web site.

10. If You Build It They Will Come - About Malls.

The myth of building a web site and waiting for the dollars to magically appear is often promoted by the sellers of mall space, and anyone else who has a personal gain in telling this untruth.

In fact, when we first began our quest on the internet, I attended one of those "make money overnight" meetings sponsored by a mall.

The stories they told of overnight successes were incredible, and they made it sound as if anyone could do it.

That mall no longer exists, but they got several thousand dollars from people that night because of their promises for grand overnight success.

In fact, recent surveys on the internet show that a very small percentage of surfers go to malls and an even smaller percentage buy there. The myth that internet surfers will prefer malls is just that - a myth.

I'm not saying that all malls are ineffective, but we are saying that a realistic understanding of doing business on the internet can and should be your most valuable weapon.

11. So What Are The Success Stories On The Internet Doing To Be Successful?

"While someone is busy telling me it cannot be done, others are busy doing it." Henry Fosdick

Great successes ARE happening on the internet daily, and many of them started small, with one webmaster and one good idea.

The difference between the ones who succeed and ones who don't, we believe, are the ones who sincerely believe in their product, who make a commitment to stay in the game, and who are willing to play in uncharted territory.

Just as in any business, these netpreneurs had a plan, a strategy, a written formula for interent marketing that had measurable goals and results which could be tracked.

Also, they care! Successful netpreneurs are passionate in their pursuit of internet success. They treat their website as they would any offline business that they expected to succeed. They work at it!

Visit Montana's website at address4success.com.

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Wanda Loskot - Success Connection
150 Heron's Run, Suite #124 - Sarasota, FL 34232 - USA
Phone (941) 342-4203 - Fax (240) 358-7445

Professional business coach, author & speaker specializing in Internet marketing.
Business seminars, corporate training and one-on-one coaching
for self-employed sales professionals and small business owners.

wanda@loska.com