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You Can't Nail A Spider To Its Web
By A. Raymond Randall, Sat Dec 10th
Some planks need replacing on my back porch. Nailing each boardmakes certain it stays secure for years. However, when trying tonail down the Internet, search engines, email, or spiders on theweb, you can't. Whether we like it or not, the Internet changesfaster than New England weather, and with more subtlety thanpoliticians. We'd all like to fasten our hopes to a few ideasthat will work perpetually, and then sit back waiting for thefortune to stream to our bank accounts. Unfortunately, life justdoes not work this way. Although somewhat moralistic, recognizing that the easy way outdoes not exist softens expectations. Many Internet marketerssuggest they work few hours to make huge sums. Frankly, I don'tbelieve them. Working from your desk at home requires greateffort, continuous focus, deliberate planning with plenty ofcreative adjustment. Yesterday, a colleague from India and I mused about whether ornot Yahoo penalizes because Google Ads appear on a site.What options exist if this is true? We considered eliminatingthe Ads, but that cuts off any potential revenue even ifit does limit the links from Yahoo. On the other hand, we couldcreate a second site, similar to the first, without the GoogleAdsense Ads. This involves a lot of work, and who knows if itwill work. All we can do is try, and having done one site, whatcould be so difficult about adding a second with some subtlechanges?
Spend some time eavesdropping at major search engineoptimization forums to see what the "big guys" have to say onthe subject. Unless something has changed since writing thisarticle, no one offers a conclusive opinion. For somewebmasters, one idea works and another fails. What the algorithmgenies do remains mysterious as Google and Yahoo get drawn fromtheir primary missions by the quest for revenue. Google'sinitial public stock offering, augmented by and Gmailseems to support this premise. Observe Yahoos paid inclusion andyou get the picture. Whenever reading conflicting opinions,intuition
and reasonable choices lead me further. Some even suggest that optimizing a site for search engines canbe penalized because it looks like a "professional site". Thealternative is to create an "amateur site" with spelling andhtml errors to avoid the "optimization penalty". Others statethat adding content or articles to a site buries your site tosearches because those articles may be all over the Internet,and your site offers nothing unique. Of course, you may writearticles for reprinting by other sites, which means you get alink back to yours. My thoughts suggest that all of the above is true. Every ideahas merit, except rude concepts like SPAM, or sneaky searchengine manipulation like cloaking. Link farms, once consideredby web gurus as effective, now become part of the sleaze factorwhile being duly penalized by spiders. Maybe all these methodswork, but they represent sleazy marketing tools. On my desk, a two volume stack of marketing tips by a well knownInternet success collects dust. Although I've read it from oneend to another, I've not implemented all of the suggestions. Oneconsiderations seems obvious from these three ring binders:every rational and ethical concept should be tried and tested atleast once. Rules may change, flux, waver, but your commitment to offeringvaluable information and product assures your success. I'll betthe basics will always work: carefully written HTML, limitedgraphics, lots of content, products that work, and resourcesthat serve. Avoid getting flummoxed by all the changes, justread, adjust, and proceed with passionate confidence. All ofyour effort will pay-off; just don't expect it to be too easybecause you can't nail a spider web, and remember, "No matterwhat the statistics say, there's always a way" (Bernard Siegel. About the author:Ray Randall serves clients as a registered investment advisorwith his firm, Ethos Advisory Services,http://www.ethosadvisory.com . He writes a weekly newsletter forEthos Advisory Services, and coordinates Echievements . You may email him or call (877-895-3756).
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