In this edition of Web Enlightenment we'll be talking about dirty words and why entrepreneurs need to be extremely careful when buying web site promotion services.

This newsletter focuses on giving you practical, interesting insights into how to successfully use technology as a tool to improve the way you do business. Bridging the gap between knowledge and understanding that all entrepreneurs have will help you make money online.

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All the best,

pssst, SEO is a Dirty Word
no sane person would use it

When Amy and I founded our web development company on Cape Cod in the 90's I got to know a great old man of marketing, the mojo master, Mr. Don Cantin. Don was a genuine semi-retired Madison Avenue Ad man - with clients like Atari, Levis, Sony and Reebok. He was running Cantin Advertising and he had some handpicked sweet little cape cod business clients for whom he was a full service ad agency.

He took me to see his clients and schooled me in the ways of the traditional ad man, I explained the Internet to him and he loved it. He would often introduce us (Don knew everyone when you went out with him) as 'the geezer and the geek' , all the marketing know how anyone could need. At Don's memorial service they gave everyone a picture from Don's early days and it says more about him than I ever could.

I would often go to lunch with the mojo master and I usually didn't make it home until 8 or 9 PM - that was just how long it took to have lunch with Don. At one of these grand lunches the topic was dirty words. Don barked out at me ,
I've got a dirty word for you, Shopping Cart !

What? I replied.

"I've tried to use those damn things ten times, not once could I successfully buy the product. It wasted so much of my time and made me so mad and you said it was going to be fun to shop online and it sucks (editors note: this was the 90's and basically Don was right). I'm never going to use a shopping cart again, it is a dirty word to me, the advertising value of those words has been destroyed...so Ross, we need new words.

I will tell you Don and I spent an hour kicking around other shopping cart words like basket and tub but long story short Don taught me the lesson of advertising dirty words - like you couldn't name a website hosting plan the Enron Plan. Titanic is a sinking ship and will never be anything but that.

Today the web has produced another dirty word, SEO.
SEO stands for Search Engine Optimization and in its most benign form it involves changing your website so it can rank better in the search engines.

The problem with SEO is that the vast majority of people involved with it are scam artists, con men, worse than the worst used car salesmen. These are the folks that send endless emails promising #1 rankings and other foolish things.

The trouble for the few folks that do offer excellent Internet Marketing services is that they tend to use the same "dirty words" as the scammers, and it is very difficult for Entrepreneurs to tell them apart.

If your teenage kid called you and told you that they had found "the best" deal on a used car and it was only driven back and forth to the grocery store by a Grandma and Chippy the sales guy was ready to sign the paperwork as soon as you got there - you'd respond reasonably, you'd be a bit afraid. You'd want references, you'd check the deal and vehicle over very very carefully. You should buy Internet Marketing services with the same level of caution.

Years ago Google put together an interesting list in response to an industry that is mostly fraudulent. Here are the highlights:

• Be wary of SEO firms and web consultants or agencies that send you email out of the blue.
• No one can guarantee a #1 ranking on Google. (or anywhere else)
• Be careful if a company is secretive or won't clearly explain what they intend to do.
• You should never have to link to an SEO.
• Some SEOs may try to sell you the ability to type keywords directly into the browser address bar, always a bad idea.
• Choose wisely, check references carefully.
• Be sure to understand where the money goes.
• Talk to many SEOs, and ask other SEOs if they'd recommend the firm you're considering.
• Make sure you're protected legally. (what they do on your behalf is your fault)

The bottom line with search engines remains the same that it has been for years - yes, it is reasonable and appropriate to engage in a purposeful program to improve your rankings but time spent on anything even slightly "tricky" would be much better spent on making a better web site with improved content and offerings.

In the wise words of my friend Don Cantin - grab the low hanging fruit first.

Speaking of speaking...
Places to be if you want to get enlightened

Wednesday April 16th at 8AM

My next seminar is Wednesday April 16th at 8 AM - DotCommerce 101 - FREE and open to the public. Please RSVP to the Franklin County Chamber of Commerce office: info@franklincountymaine.org or (207)-778-4215

My good friend Chuck Snell, who will soon be opening Big Mouth Burrito Mexican Restaurant in West Farmington,(and yes I am frequently reminding him that we need to put up his new web site) will be providing delicious homemade cookies for this event. In February it was White Chocolate Macadamia Nut cookies, in March we had Peanut Butter Drops with a Hershey chocolate kiss on top of each one, what will it be in April? You'll have to show up to find out - and I actually don't know until Chuck brings me the cookies.

As always you can see all of upcoming seminars by clicking here.