In a Town Called The Keyword Is
by: David Ferrers
The late Conrad Hilton who built a chain of hotels
across the world, was firmly of the belief that if he
built a hotel in the right location it would make money.
“Location, Location, Location” was his motto. Never
build a hotel where there ain’t no traffic.
The same rule applies on the Internet. Build your
site in the right location and it will succeed.
So the question is: “how do I find the right plot of
Internet real estate on which to build my site?”
For the purposes of this exercise I would like you to
imagine a smart seaside town called .
Along the sea front and around the marina, where the
luxury yachts are parked, are smart hotels, casinos and
apartment blocks. At street level in each of these
buildings there are international shops like Tiffany,
Gucci and Prada selling luxury goods.
In the next block back from the front are really nice
houses owned by wealthy citizens. And behind them are
not-quite-so-nice houses and apartments. So it goes, as
you walk away from the sea front the houses and shops
become less and less expensive. Until, just on the
outskirts of the town of , there is a trailer park
where the least wealthy citizens stay.
In the town of it costs a lot of money to rent
one of the shops on the seafront because they are seen
by large numbers of passers-by. These will be both the
wealthy people staying in the town and day-trippers who
are just sight-seeing. However, you can rent a shop in
the trailer park for much less money. Here you will
still get valuable passing traffic but the competition
will not be nearly so great.
The mistake that most people make when they build
their web sites is to build around keywords which all
the powerful multi-nationals are using for their
seafront stores. These organizations are spending mega
bucks to get their web sites to the top positions on the
search engines. Your chances of competing with them and
achieving a top search engine ranking are very slim.
Much better to build your web site around the
‘trailer park’ keywords. Where you can still get masses
of valuable traffic, but you’re not competing with the
mega-buck budgets of the multi-national corporations.
|About The Author
This article is taken from the second lesson in
the free Diploma Course at The Online Business
Academy. It goes on to tell you how to develop your
web site to achieve the best possible search engine
page ranking. You can join the free Diploma Course