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Location, Location, Location…
It's all about location, all over again

By: Naseem Javed

Naseem Javed is recognized as a world authority on Corporate Image and Global Cyber-Branding. Author of Naming for Power, he introduced The Laws of Corporate Naming in the 80s and also founded ABC Namebank, a consultancy established in New York and Toronto a quarter century ago.

There are three locations on a web search page…Top, Middle and Down.

A search engine report sometime fits a single screen and other times it's hundred feet long. Today, e-commerce, is like a deep ocean, If your website's identity is successful, only then it will float on the surface, visible to customers, otherwise like a submarine, it will stay caught in some mysterious undercurrents or worse at the bottom, lying beside the Titanic. Thousands of the world’s best websites, despite fancy animated logos simply lie at the bottom, or lost like Nemo. This is when customers give up, resulting in no hits, no sales are generated, and no profits realized. This now makes, SEO or Search Engine Optimization a really big thing.

Here are few great floating tips.

First, be aware of your location on search results, develop a monitoring strategy based on how many different ways your customers are going to search for you…by a generic term, by city, by price or your very specific name? Test each one, plotting and counting your resulting positions and then modifying each to see the differences. Find the right formula for better visibility.

Second, If your site is not showing on page one or two then your URL it is not a right name rather a dead weight, only sinking your e-commerce dreams. Figure out why the name is not working and how it can be fixed it. If there too many identical or look-a-likes climbing all over your name then how come? Also seek expertise in web design strategies with far more emphasis on URL structures than graphic layouts.

SEO Friendly Names

Uniqueness: names, which are simple, cute but unique, without dashes, slashes or any numbers. Easy to type easy to remember, with short and clear alpha-structure with direct relationship to what the name is selling in the first place. This feature helps the popularity among random use, taking the name to the top.

Alpha-Connect-Ability, names, connecting to common language issues and having common sense match to the search query. Searching is often based on phonetics therefore common word sounds can play a key role yet this aspect is like a dangerous double sword as simple names based on common words are sometimes completely lost. Names connecting to words with an extreme fine balance also connect easily to search query words. This can be very tricky.

Proprietary, names, which acquire a position in the general market place as one of a kind shut out all the other copycats. Protected by global trademarks, this is the best position to be in.

Only star quality names are capable to take you to the top of the page, It is easy to have a global name with trademark and matching URL, all you need once again, is the right expertise. Check the web for corporate image and naming and bring into your corporation webinars on naming and cyber-branding issues.

Names on e-commerce are now the Key. It is the only device that controls the access to the entire portal and site of a corporation. Nothing else matters; no logo, no design. It is still early in Internet time and a lot can be fixed, modified and adjusted before it is too late. Websites and just domain names can become a liability if these devices can't float. Net is some what matured and only professionally driven sites and properly structured URLs have a chance. The brand new war of search engines, their shares and their technologies is all about set to start, right now.

© copyright Naseem Javed, 2004

Other Articles by Naseem Javed

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