Website Marketing: What You Should Understand Prior To Beginning (Part 2)

Part 2 of 4. The IP address is like the street address of a business and the domain name would be the nameplate. The business can own the entire street address and have their name on the whole building (their domain name being the only name on the server). In this case, if you were to send mail to this business, the mailman (in this case your Web browser) would simply go to the business address. Or the business can share the address with several other businesses like in an office building (their domain name being hosted with several other Websites.) In this case, the mailman (your browser) would simply go to the building and then check the building’s directory for the business.

This is a critical point to keep in mind, because many businesses think that they need an entire server when this often isn’t the case. Whether your address is in a standalone building or a shared office matters little to you or your customers, as long as the available resources are sufficient. Also, just as renting office space often makes more sense than does buying an entire building, so shared hosting is often a better and less expensive choice.

Now, each Website is made up by many Webpages which are documents that are suitable for the World Wide Web and can be accessed through a Web browser and displayed on a computer screen. Webpages are usually written in HTML or XHTML format, and may provide navigation to other Webpages via hypertext links.

Therefore, the first step of establishing a business on the Internet is building a Website. Whether this is a new online business or an existing “brick and mortar” business is irrelevant. However, where most businesses make their first mistake is choosing their domain name first. It’s a mistake because the search engines love it when Websites have the main keyword in the domain name. For example, our business is “SEO” and “Web design” hence our domain name “AceSEOWebDesign.com”. The search engines like this because they know, for example, a site like “Cars.com” isn’t going to sell boats.

Furthermore, specialization is better than generalization. For example, say you own a flower shop called “Harriet’s Flower Shop”. “Flower shop” is a competitive search term because there are many flower shops. However, if you really love a specific flower, say orchids, then focusing your site on orchids would be better. Then, after you have established yourself as an expert to your customers about orchids, you can sell other types of flowers to them.

While some focus is great, take care not to be overly focused. For instance, while focusing on orchids makes sense, specializing on pink orchids is much too specific. Try to find the optimal line between a good specialization that will boost awareness and a tight focus that will exclude you from the market.

And just to reinforce this strategy, let’s answer one question a lot of people ask: if having your keyword in the domain name is important then why do Google and eBay have their domain names? Well, eBay actually used to be “Auctions.com” when it started. And in Google’s case, as well as Twitter and Facebook, they are pioneers and their names became synonymous with what they do. If you think “online search”, Google comes to mind. Think “social network” and Facebook comes to mind.

Also, you should know that you can purchase multiple domains and point them to one Website. For example, a client of ours, Matt Moss, is an insurance agent in Jacksonville, Florida. He came to us and said he wanted to have us build a site named “MossInsurance.com”. Well, we told him there are three problems with this domain name:

– By having his last name in it, it’d be very difficult for him to sell his Website to someone else if he ever wanted to. After all, if your last name isn’t “Moss” then having “Moss” in the domain name is a negative. Be sure to check out Parts 1, 3 and 4.

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