Cyber Location
Location is key in the physical world as well as
in cyberspace. Location is where you can be found on the
Internet. Cyber location has often been interpreted as the
URL name. This is clearly a too limiting definition.
You are
-
along the highway if your company name
(and hence URL) is well known and you get lots of links
from well frequented websites.
-
on main street if your site is listed in
the top 10 of major search engines such as Google.com.
-
on main street at the freeway entrance if
you site has a top 10 search engine position and is well
known and links from well visited web sites.
-
on the side alley if your site's position
is between 11 and 20 on major search engines or in the top
10 on search engines of medium importance.
-
on a parallel street if your site's
position is between 21 and 30 on major search engines or
in the top 20 on search engines of medium importance.
-
in the woods if you have no links to your
site and no top placements from search engines.
To attract potential customers, the
optimal location is obviously on main street at the
freeway entrance. Everybody passes here. The least optimal
location is to be in the woods.
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Freeway Location
You have achieved a freeway location when your
target audience knows how to go to your site without searching.
They know the URL. They have seen your site before needing it.
They know where to find you by visiting
your vendors, etc.
A freeway location is obtained with
Main Street Location
You have achieved a main street location when your
target audience finds your site by searching even though they
do not know you yet. They find you by visiting
search engines and other key referral sites.
A main street
location is obtained with
-
search-engine
friendly web design and development
-
search-engine
friendly web content
-
search-engine
submissions
While general branding efforts are the key
to a location along the highway, Search Engine
Positioning is responsible for a place on main
street.
Search engine positioning is quite complex
but warrants every minute and dollar spent on it. Each
visitor from a search engine represents a highly targeted
cold call. And who likes to make cold calls?
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