marketing online

The Gunshot Theory of SE positioning and promotion. Site promotion is a very wide field that can be divided in smaller categories: online advertising, direct mail, SE ( search engine ) optimizing and positioning, link-builders and several others. Some companies in these fields are credible, which you can distinguish by their modest claims, and some are not, like those that promise thousands of visitors in a short time for a small price. When trying all those strategies one by one, we found only one cost-effective way of bringing visitors: fishing for lots of keywords at a time in the main SEs. Our "hook" or gateway pages, which are designed for top SE placement, are not a novelty. The fact that they are also called doorway pages, pointer pages, anchor pages, entry pages, landing, bridge, crawler, jump or supplemental pages reveals their age and popularity. Several systems exist for automatically generating these Gateways. However, they are not easily found while searching: either SEs easily spot them and exclude them from their listings, or they lack the necessary content for being effective. "Content pages" is a good word among SEOs, meaning smartly hand-made pages, while "Gateway pages" is a bad word associated with abusive, cookie-cutter made pages. Keyword selection is a very tough exercise. Some people purchase frequent keyword lists, some make research on search habits. Every promotion expert has its own views about selecting keywords. There are two guys who claim to have broken the Google algorithm, and one of their recommendations is in the keyword selection step. Why not to use a gunshot instead of a rifle?. We do not concentrate our effort in the top, highly competitive keywords. Every keyword or keyword phrase we can think of, we use. We have enough disk space for them all. Hosting is cheap enough. We then use software to make enough content, SE optimized content pages that accommodate our army of keywords. We use so many keywords that we have to distinguish between parent keywords and child sub-keywords, in order to arrange them in interlinked page families. Our parent-child pages only mention keywords within the family, to avoid keyword-stuffing and build theme.

Access-controlled personal pages

Personal web pages are multiplying at a very high rate. There are useful for those looking for a mate or friends, for those searching for a job, or for those that have something personal to sell: writers, photographers, artists or models.

Several sites carry user information : auction sites, where the profile of the sellers and bidders can help evaluate their seriousness; boards, where the posters need to identify themselves to back their opinions; dating sites, where authentic personal data are paramount.

The main limitation for personal pages is the lack of privacy in the Web. Every published information is eventually indexed and listed. Specially emails are avidly collected by robots that build marketing lists used for spamming. Other detective programs collect all available data about an individual, searching public and proprietary databases.

In other cases someone wants to publish materials bound to be considered pornographic, offensive or incurring in copyright violations. The universal nature of the Web poses, in this case, a legal risk for the author.

The solution to this problem would be a system for publishing personal information that emulated the way in which real persons exchange information about themselves: some data are public, but others are only shown to people that fill certain conditions, in a progressive interactive way.

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