Archive for the ‘SEO’ Tag

Online Marketing and eFocus Marketing

eFocus – Working on Marketing Strategy, Database optimization, and Affiliate management with more assignments on the horizon. It looks like things are picking up again and it’s always good to see that business is up. It makes work that much more enjoyable even though the economic environment is still far from rosy when so many are being negatively affected! Let’s hop that this is a preamble to unemployment dropping below 9% soon.

The “Must Have on My Website” for SEO Success

Here is a question that I come across on a regular basis. What are the “Must Have” items that you’ve got to have on your website to make it to the top of Google? While, I’ve explore this topic in my “plan your Internet Success” eBook, it never fails and I am asked this question quite often. As a result I decided to write this quick overview of what you must do and have on your website in order to make it to the top of any search engines (well we all know that Google is really what counts right now).

1) Organize your code in such a way that it is highly efficient with little space and contains all the Meta Tags needed to be identified and classified correctly by search engines. This includes a unique title for each page along with a description. Keywords associated with your product and/or services and that are commonly searched (stay away from highly customized keywords since they’ll get you to number one position but the traffic generated will be insignificant). Keywords that are specific to each page (when it applies). Verification codes from Google, Yahoo, etc. when the option is given by the search engine.

2) A site map that is directly linked to your home page. This is critical to enable search engine crawlers to be able to easily find and hopefully index all your pages. Note that the site map should be simple and easy for crawlers to navigate so stay away from images, complex multi levels tables, etc.

3) Inbound and outbound links. This is critical for Google since ever changing Google algorithm takes this into consideration and makes it a big part of a website ranking. It is important to link to other website that have some relevancy to yours. For example if you are offering marketing services, linking to an online store that sales shoes will not have much effect on your ranking. In short keep your links relevant. If you are curious about the number of links that Google see associated with your site enter the following in the Google search bar “link:” (without the quotes).

4) Create unique and original content for your website. Many services offer automated content dump on websites that are free or that comes at a nominal fee and these are very tempting solution for creating a lot of content quickly. However they are not a very good solution and cannot be a substitute for original content that offers a unique insight into your service or product.

5) Use the H1, H2 heading on your pages as well as all the other options such as alternate text “alt” function for images to personalize your website. However be careful not to overdo it. In other word don’t pack your alt text with all your keywords. Keep it logical but use your common sense. For example a button that takes a viewer back to you home page may have for alternate text something like “yourwebsite_name home page” instead of only “Home page”. In the same manner you can imagine using one of your keyword to use as an alternate text to a button for a product or service page as in “insert_keyword product page”

6) Fine tune your web pages by checking various characteristics such as keyword density, top keywords, how it compares to similar websites and son on. It is critical that you website be as balanced as possible and not have many keywords (high concentration) or too few. In both instances when you would be penalized. The software that I like most is IBP and you can check it out and test it for free by clicking here.

7) Use tracking counter and reports such as Google Adwords and other free services to track your visits and see how you are doing with your website and pages. Most of these tracking counters are very easy to install (literally copy and paste).

If you have any questions or need help with your SEO and online marketing contact me via email at jeantouboul @ (sorry for the space but I’m trying to avoid spams). You can also visit my personal site or call me at 415-670-9397. Also don’t forget to read my May Newsletter here: EnContext Media

SEO Process

A very important article on how to manage your SEO effort entitled “Search Marketing: The importance of an SEO Process” in this month’s newsletter:

Plan Your Internet Success – Complement to Part 14 – Manage your AdWords Account

Complement Information for AdWords

I realized after completing Volume 1 that my introduction to Google AdWords did not have enough depth. After all, since Volume 1 is designed to help you prepare your business, I did not intend for users to create and launch full blown campaigns on AdWords. However, talking to people who have reviewed Volume 1, I realized that I underestimated the tendency in all of us to want results as soon as possible. As a result, readers who tried this approach started expanding their budgets and running actual campaigns. As a result, I have received comments and questions on Google AdWords campaigns that beg for the following additions.

Keyword Search

How can you find out the top bid for any given keyword? Google provides advertisers with a great option to search for keywords, and, as explained above to see the number of competing sites and bidders.  However the Google bar system does not indicate the top price for keywords.  That being said, there are ways to find out how much your competitors are paying thanks to a small aberration in Google Keyword search interface.

Here how it works:  go to the “keyword tool” and input one of your keywords. The keyword tool should return a number of rows listing at first the keyword that you selected, and then a column containing the “competition bar,” “local search volume,” “global search volume” and the “add” button.  By simply highlighting and copying the line corresponding to this keyword you will be able to see the top bid for that keyword as shown below.

Adwords Optimization

As shown in the example, simply highlight and copy the entire row that contains your keyword and paste on your “notepad” as shown below.

Adwords Optimization

You will note that something new will appear following the keyword name. Typically, something like one and three, followed by a price such as $6.32, as shown in this example, and then followed by the number of searches, or the words “not enough data.”

What you are looking at is the top payout for the top position (one and three) on Google for that particular keyword. In this instance it is $6.32.

How can this help you? It will give you an idea right from the beginning of how much people are willing to pay for the keyword(s) in which you are interested.

Tip: Something that is important to realize with keywords is that while you may be using 500 keywords in your campaign, only a handful will get most of the traffic, since they are the ones that most people have the tendency to use when searching for your product or service.

After experimenting with keywords for a week or so, you should already have a good picture of which keywords are generating traffic and exposure to your ads and which are marginal. Needless to say, your focus should be on the top 20 or 30 keywords (or 100, if you are lucky to have that many generating significant traffic).

Keyword Options

Google AdWords, like many of the other search engines and ad networks, offers the option to target your keywords, according to search behavior.

Options that Google gives are as follows:

  • Exact match (keyword is contained in brackets like this: [keyword])
  • Phrase match (keyword is contained in quotes like this: “keyword”)
  • Broad match (keyword is not contained in anything like this: keyword)
  • Negative keyword (keyword is preceded by a minus sign like this: -keyword)

By now, you should know how Google defines these keywords, but if you don’t know look at this page:

What does that do for you? It all depends on your service or product. For example, taking something like “coupons,” if you offer any and every coupon under the sun you may want to go broad. However, if you are offering “printable coupons,” you may want to limit the generic term “coupons” to an exact search.

On the other hand, does it matter if your ad is very specific? Or would it make sense to have a generic ad and have very specific keywords that are set as exact matches? Confused? No worries…

What all this means is that you have to experiment and set goals and see how your campaigns, ad groups and ads perform. This is not something that is done overnight, but if you give it time and if you are disciplined about it you will get better performance and, eventually, great results. And remember that what you learn on Google AdWords will be transferable (to a large extent) to Microsoft Bing, Yahoo!, MIVA, Admob, 7Search, etc. So, it is worth the time and effort.

Geographic Targeting

Targeting may or may not be a critical issue for you. For example, are you targeting the world or the U.S., or certain part of the country? As a matter of fact, are you targeting audiences in specific areas of the country such as part of New York or California, and so on. If this is the case, narrow your targeting as much as you can or create buckets based on your targeting as well.

Don’t be afraid to overdo it, since you will be able to go back and change the parameters of your targeting.

No matter what, make sure that you set this to match your business strategy and its limitations, if any,. Otherwise, you will be wasting valuable dollars on traffic and clicks that you cannot service.

Demographics Targeting

Google allows you to target specific languages. Take advantage of it if you are targeting specific geographical areas, such as the U.S. For example, if you are offering coupons from electronic retailers that are targeting Latin speakers, then you should certainly select “Spanish” as a language targeted.

You have an opportunity to show your ads to Spanish speakers searching Google.  And since Google looks at the IP address of the user to define where this person is located, then ads for a Latin music store in L.A., for example, that target Spanish speakers will be shown when Google detects someone coming from Puerto Rico or has selected Spanish as its primary language.

Networks and Devices

AdWords gives its customers the ability to select how ads will be shown. Options include everything that is included in the Google arsenal and gives the opportunity to select where you want to show your ads.

You can select “Google Search” and if you select that option, then you opt for Google Search’s partners, such as DMOZ, and all search engines that use DMOZ for indexing Web sites. Google Search is the bread and butter of Google and as such is the most expensive way to display your ads.  Based on my experience, selecting Search Partners does not really affect the overall  result and this is something that I always select.

You can select content and within content, you have the option to select the entire content network that Google uses or you can handpick your own content network.  The content network can produce huge amounts of impressions, but the number of click-though and conversion is not that great.  I usually set my bid at about 50-65 percent lower than my search bid – For example, if I set my default bids for search at $0.50, I would set the default bid for content at $0.25-0.30, and sometimes lower.

Alternatively, if I opt for placements that I select myself, I often will set my bid higher than the search default. As an example if my search bid is for $0.50, I would set the bid for selected placements at $0.65-$0.75, and sometimes higher.

In this same area of AdWords, Google gives you the opportunity to select the type of devices where your ads will be delivered. The options are computers and/or iPhones.

Obviously, if you do not have a Web site or lead generation form that allows access via mobile devices, it is pointless to select that option.

Bidding and Budget

This is by far the most critical area for an advertiser, since it can be very tempting to set your budget too high or too low and spend too much too fast or not enough and be marginalized by the Google optimizer.

You also may be tempted to select the automated bid or, when you’ve been “live” for a while, switch to CPA (when it is offered as an option), thinking that you will get a better ROI and more safety on how you spend your money. (After all, CPA stands for cost per action.) Unfortunately, there are no easy solutions or any simple answers and CPA with Google AdWords does not mean this (If you want to run a CPA campaign, check out CJ or other CPA networks.  These are much better options.)

My suggestion is to start with a low budget and lower-end bids. If you’ve done your homework and looked at the keyword tools and followed the instructions I gave you in the preceding section, you should have an idea of how much the top advertisers are paying for the top keywords.

Once you’ve done this, put your thinking cap on and decide how much you can afford to spend. Keep in mind that on a good day, as much as 10-20 percent of the clicks you pay for will not even see your page (this will be explored in Volume 2).  Of the 80-90 percent remaining, only a fraction will convert into anything and you should be conservative and assume that if you are selling or offering something with a great price, supported by a seamless shopping cart and inexpensive and speedy delivery, you will be happy to convert a 5 percent to 15 percent of click through. In other words, for 100 clicks that you will pay Google for, you’ll average four to 12 conversions. Do the math and make sure that you know how much you can afford to pay in order to make a profit. On the other hand, if you look at it from the perspective of the cost for acquiring a customer, then you may want to look at the value of your customer over time and budget accordingly.

Also keep in mind that 60-80 percent of your keywords will be set at a relatively low bid amount, since they will only generate minimum traffic in your vertical and people will not bid high for those. As a result, set your default bid at the low end of your bidding price.

If in doubt, set the default to $0.35 for example. Once you have uploaded your keywords, AdWords will automatically show you which keywords bids are good and which ones are below what they call “below first page bid” and will even give you a price that you must pay to get on page one.

Once this is available, you will be able to adjust as needed. But please be very careful how much you bid and don’t make the mistake of believing that all your keywords should be on page one. Take the time to see how things develop with impressions before you adjust.  Also know that the page one bid is an average and varies from hour to hour.

As far as budget, set a budget that is as low as you can get it based on keyword costs and see how things perform. You always will have the opportunity to go back and change your daily budget.

Ad Delivery Type

AdWords give you two settings that allow you to show ads in any position or to have them automatically managed for maximum exposure. I never liked the automated options on Google (or any other ad network for that matter – remember that they are created to make money for themselves, not you). As a result I always set this to “show ads in any position”

Another option in this area is delivery method that you can select as “evenly” or “as quickly as possible.”  Frankly, you will have to experiment with this functionality to see which one performs best for you. I always leave this setting to “evenly” since I manage the time of delivery for my ads.

Time Delivery

This is what Google calls “advance settings,” as if the start and end date is an advance feature. Typically, you don’t have to worry about the end date since you can “pause” a campaign or an ad group at any time.

The next option that is available is to decide what day and time you want your ads to appear. I recommend that you set this to when you believe those people who are looking for what you have to offer are searching and, of course, based on your location (EST, CST, PST, GMT, etc).  This takes some common sense and experimenting.

The final two settings are for ad rotation and capping, and I personally recommend having ads served evenly and not set a cap on impressions (at least when you launch a campaign).

Campaigns, Ad Groups

There are many ways to set campaigns, ad groups and ads and I recommend that you start with a simple plan, and when you have time to experiment to go to more complex settings. For example I’ve experimented with specialized ad groups and got some interesting results. I’ve created ad groups and ads using the exact same keywords and setting each group to use all the keywords with variation as far a keyword options (exact, phrase, broad).

For example, I had some successes with ad groups that specialized in the way keywords were handled (exact, phrase or broad).

Here’s how it worked: I created a first ad group that had keywords set to “exact.”  I then created another ad group with the same keywords, but this time these keywords were set to “broad.” Finally, I created a third ad group with, once more, the same keywords.  But this time, all keywords in this ad group were set to “phrase match.” Set your bids at different levels with the lowest for the “broad” and the highest for “exact.”  Ads should be somewhat different, since it may be possible for two of your ads to be displayed on the same page, each being associated with one of these specialized ad groups.

Another approach that I’ve seen, and with which I experimented with some degree of success, especially when trying to control cost, is to set “search” campaigns” vs. “content campaigns”.

In this instance I would create the exact same campaign but one would be set for search exclusively and the other targeted at content sites on the Google network.  For the “content campaign” I would create ad group corresponding to “buckets” of content theme following AdWords own themes as shown below.

Adwords Optimization

This approach takes quite a bit of work, but once it is set, it runs by itself and I find the rewards to be quite good and worth the time.

Tip:  Using the desktop “AdWords Editor” makes creating additional content campaigns quite easy for most anyone and this is something that is covered in more details and during “live” sessions  in Volume 2/Workbook.


Google provides advertisers with the possibility of tracking conversions on their sites and be able to not only see how many clicks and conversions occurred but, more importantly, to see how many landing page conversions turned into some kind of action on a second, third page or fourth page all the way to the “thank you” page.

Analytics as basic as what Google offers are indispensible tools for an advertiser, and you must integrate it into all your pages and campaigns.  The task of creating and copying the code onto pages of Web sites may be daunting to some, but this is an absolute must and something that is easy to do. However, for those of you who are afraid of touching your page’s code, we will cover this in live sessions in Volume 2. Regardless, there is also no need to be intimidated by this task, since including this code is a matter of copy and paste and Google instructions are simple and to the point.

Tracking is now available on pretty much all ad networks and they will allow you to evaluate your success or lack of it. As a result, no matter which network you use, utilize the available tracking code.

To better track some of my campaigns, I also create different landing pages, something that allows me to track specific ads or campaigns with more precision and better evaluate networks. These pages are identical (unless there are reasons to change the look and feel – targeted at men vs. women for example) and are only differentiated by their name. For example:

http:/// (target men for example)

http:/// (target women)

http:/// (dedicated to leads generated by Yahoo network)

http:/// (dedicated to leads generated by MSN network)

A/B Testing and Ads

A/B testing is by far the best way to improve the performance of your ads and of your overall campaign. This is an exercise that should never stop since things are never static on the Net and adjustments are constantly needed to adapt to new trends or changes.

A/B testing is, for all intent and purposes, the ability to pin two ads against each other and, by a process of elimination, come up with the best one (or group of ads).

What kind of ads should you run? Google, like most anyone else, gives you the opportunity to create text ads, banner ads, offer coupons options, etc.  The answer is simple: try them all.  However, critical to your success is the cleverness of your ads and copy. You must either have the time and talent to write some solid ads and create appealing banners or you must find someone who do that. When I say find someone, I do not mean outsource to the cheapest banner designer that you can find. Rather, I mean find someone with whom you can work and who understands what you are shooting for and who can deliver solid and witty copy. In the same manner, find someone else who can create original creatives that take full advantage of the copy.

Finally, don’t assume anything when you create an ad. Research your audience by going to social networks and see what people are talking about and how they talk to each other. If this is your audience, you want to make sure that you speak their language and talk about something they care about.

Final Observations

Google is not in the business of delivering a service to please you or me, but rather to please its CFO, CEO, president, chairman, and, ultimately, its investors and stock holders. In short,  Google is not here to help you make money, but to make the most money at your expense and at the expense of the other advertisers using the network.

As a result, no matter what you do to outsmart your competitors, Google will outsmart you and everyone else who is advertising on its platform since this is GOOGLE’s platform.

In short, no matter how smart you think you are, Google, and the other ad networks where you are thinking of advertising will outsmart you.  They are in charge and you are playing by their rules and on their own turf. People are not using AdWords because this is the best way to expose products or services. People choose Google AdWords because of necessity.

This is something that you have to recognize going into this game and the sooner you understand the dynamic the better.

The complete manuscript of Plan your Internet Success is available at

Plan Your Internet Success – Part 9 – Optimize your Web Site

9. Optimize your Web site

A statement that I once read somewhere applies nicely here… “Congratulations on your brand new Web site. Nice design, great content, nice links… Great! Now What?

The only thing I would change in this statement is “So What” or “So What – Who Cares?”

The reality is that having a great Web site on the Internet does not in itself achieve anything. It’s like opening a great looking store in the desert. No matter how great it looks, no one is likely to come.  And if you are not convinced, consider these stats:

  • Number of Web sites worldwide: 190 million
  • Number of Web site created every year: 25 million

Those are staggering numbers and even if a tiny percentage is competing for the same space as you are, your competition is tremendous.

However, if done right, this is also the “fun” part of working on the Internet and promoting your own property. In my opinion, there is nothing more exhilarating than promoting your own Web site (especially if you put it in the middle of the desert) and take it to a point when you can look back and say “I did this.”

Tip: This is also an area of the business where gurus will charge you a fortune for telling you what is readily available for free on the Net. It is also where people who are not ready, but are impatient take the SEM (Search Engine Marketing – pay per click route to get customers). I can only tell you that those folks at Google AdWords are waiting for you with a big smile (and I mean a “really big smile”).

Before you do anything and spend your money unnecessarily, there are a few things that you should do on your own to make sure that your Web site is optimized and that it will be “seen” and indexed as it should be by spiders and search engines.

I’d like to make a very short pause here to explain what I mean by “seen.”  In case you do not know this, search engines index Web sites by sending a spider or crawler that “reads” the code on your index page and other Web pages that are linked to it. This information is collected and used along with other criteria to index your site in a category and rank it based on the keywords, links, content, etc. Each search engine and directory has an algorithm that enables this process to be automated and put your Web site in a location within the hundreds of thousands of Web sites indexed. Some of the algorithms are very simple, while others are quite complex and change from time to time.

Assuming now that you found keywords that best represent your business and came up with your one paragraph pitch, as discussed in Part 2, the idea in optimizing your Web site is to use these elements and some basic code that is inserted in pages of your site. This will ensure that a crawler can categorize your business as it should be and that you’ll be indexed accordingly.

A number of things are important for a crawler to properly “read” your pages, but two are absolutely critical in my view and they include the meta tags and the HTML validation.

Meta Tags

These are a set of information about your Web site that is created to give crawlers information about your site, including title, description, keywords as well as language, etc.

A great deal of information goes into the meta tags to tell crawlers on what your Web site is about, and below is what you will typically see for meta tags (note that the “meta name” may already be inserted at the very top of your Web page). In red, you will find instruction as far as the information that you will need to add.

(complete meta tags are on the next page)

<meta content=”HTML Tidy for Linux (vers 6 November 2007), see”&gt;
<meta content=”document”>
<meta content=”Meta Tag Maker”>
<meta http-equiv=”pragma” content=”no-cache”>
<meta content=”20 days”>
<meta content=”ALL”>
<meta content=”Global”>
<meta content=”General”>
<meta http-equiv=”reply-to” content=”CREATE AND USE A YAHOO OR GMAIL EMAIL ADDRESS AND INSERT HERE“>
<meta content=”English”>
<meta content=”Web Page”>
<meta content=”Living Document”>
<meta content=”Public”>
<meta content=”Internet Services”>
<meta http-equiv=”Content-Type” content=”text/html; charset=utf-8″>

These Meta Tags are typically placed right after the start of the header <head> but before the end of the header </head>

These can be created in notepad, and then transferred on your Web page as a block and the procedure should be very easy to handle for anyone, especially if you are using software like Dreamweaver.

I invite you to use the meta tags sample and replace the information in red with your own.

HTML Validation

Once this is done, then you must run the HTML validation to ensure that your Web site satisfies W3C specification for your type of Web site. Ideally you want to get a perfect score but it is sometimes hard to do and the idea is to eliminate the most obvious errors. The validation tool allows you to get a corrected version of the code and if you do I suggest that you first test it by saving it as index1.html or .php or whatever.

Other Important Optimization Considerations

Other optimization steps that you will need to do include:

Alternate name for images on every page of your Web site.

If you pay close attention to the code for all images on your Web site, you will see that there is something that reads as follows “alt=”” .”  This option is given to each image in case the image does not display. It is meant as an alternate to the image (hence “alt”) and is what you would see should an image is missing. For SEO purposes, this offers a great opportunity to insert keywords in the alternate name.  My rule is to be as true as possible to the purpose of this image. To illustrate this, the “alt text” for an image of a button that leads to a specific product page would be alt=”product_name button” for example.  As you can see, I have inserted what may be a great keyword into the alternate text.

Here is another example: <img src=”images/sample.gif” alt=”sample image” class=”right” /> where “sample image” should be replaced by something that describe your image and hopefully contains a keyword.

Replacing or adding a description that includes a keyword to the “alt=” text for images is critical from an optimization point of view, since crawlers read this information and take it into consideration. However, you must be aware that exaggerating keywords in “alt=” text could work to your detriment and you should be careful not to repeat the same two or three keywords in all the Alt text.

However, the number of keywords and their repetition is something that you will be able to measure with tools that assess your keyword density and correct if need be (more on that later in this manuscript).

In case you are not familiar with code (and I strongly suggest that you do familiarize yourself), tools such as Dreamweaver will allow you to select an image (any image on your site) and see its values at the bottom of the screen. One of the values that you will see is the alternate name (alt=).

However, assuming your content is relevant and focused on the quality of the writing, and contains your top keywords and key terms there are still many other important factors that will play a role in your indexing.

And just to give you an idea of the places where keywords and what I call “content tags” can play a role, I copied a relevant part of a list from a tool that analyzes keyword density below.

  1. Keyword use in document title
  2. Keyword use in body text
  3. Keyword use in H1 headline texts
  4. Keyword use in domain name
  5. Keyword use in page URL
  6. Keyword use in H2-H6 headline texts
  7. Keyword use in IMG ALT attributes
  8. Keyword use in bold body text
  9. Keyword use in same domain link texts
  10. Keyword use in outbound link texts
  11. Keyword use in same domain link URLs
  12. Keyword use in outbound link URLs
  13. Keyword use in meta description
  14. Keyword use in meta keywords
  15. Keyword use in the first sentence of the body text
  16. Keyword use in HTML comments

As you can see, there are many places where keywords can play a critical role.  However, while it is important to be aware of this it does not make sense to spend a huge amount of time or money worrying about this issue at this juncture (unless your Web site has been “live” for quite some time).

Finally, one other task that I highly recommend you do is to create a site map that will list all the pages on your site. This site map should be contained on a simple page directly linked to your home page. Depending on the complexity of your site, you may want to simply create one yourself or use site map tools.

Resources: Meta Tags Generators and Web Page Analyzer

Resources: HTML Validation (W3C Validation)

There are other things that you could do, such as checking the keyword density or simulating a crawler from Google or one from Yahoo!, etc. and optimize for best results, but I would suggest that you optimize for Google to begin with. You will always have the opportunity to tweak later on.

Here are some resources if you want to check it out: This is a keyword density analyzer that will check your keyword count. (Make sure that your keywords appear on top of the list. It does not have to be perfect.) This is a link crawler and link checker that will list all your pages and let you know if you have broken links. Same as, but check out the other tools that they have. You may find something that may be good for you. This will help you create a site map and even allow you to download an almost ready-to-go HTML page.

And here are more resources for information on various aspects of optimization for your Web site and SEO in general:

As you will see, if you explore some of the links that I’ve listed, there are a number of options available and action that can be taken to improve positioning and SEO in general.  For example, creating a “robot text,” assigning a Google validation number, etc. But you can drive yourself mad trying to do it all,  so I suggest you wait and focus on the most important tasks first and then go back and fine tune.  In other words, if you have your meta tags in place and have a good keyword density between code and content, you are almost there. You may not be on page one or even 50 of Google, but if you’ve been categorized properly, you’re well on your way to gravitate toward page one.

Once you have gotten the basics down, it is time to submit to the main search engines, including Google, Yahoo!, MSN, as well as many others (here is a link to a list –  Note that some software can help you do this quite easily, particularly when using a program such as IBP (link below).

Be very careful to do all of this correctly or have the right people do it for you. Do not be tempted by the cheap guarantees out there that promise optimization and submission to thousands of search engines. Not only is it a waste of time in most instances, it may be harmful to your campaign and overall success. And once the damage is done, it takes months to correct.

For the “do-it-yourself” crowd, I suggest the IBP software that does all of the above and more. Check it out at!

“Plan Your Internet Success is also available on my web site at