Marketing step 7: Deliver

The topic here is site submission -- All of the previous ideas don't mean squat unless you appear on search engines and directories. The Web is chalk full of misleading statements. It's one place where we get very upset at some of those "specialty" Web site submission companies. Can they really deliver those wild promises?

Are they really lies? Well, yes... and no. And yes again.

It's an interesting discussion, so check out that link. However, let's cut right to the chase... We at Baughan & Company submit your site to the major search engines and directories -- covering the vast majority of all Internet visitors -- at no extra charge. Along the way, other good ones are likely to pick you up, as well.

How often should your site be submitted? Submission companies would have you pay every month. Curious... search engines don't quite see it that way...

From Google:
"You can submit your site as often as you like, but multiple submissions will not improve the likelihood of your site being added or accelerate the process. We do not penalize sites for 'over-submitting'. If you choose to submit your site, only the top-level domain is necessary, as the spiders will follow your internal links to all the rest of the pages."

From Yahoo:
" Check to See if Your Site Is Already in Yahoo! This first step is important, because if your site is already listed in the Yahoo! Directory, you need go no further." In the interest of disclosure, however, you should also consider the new Yahoo structure.

The fact is that the job of a search engine is to search. If you have done your homework well -- and that includes building a good referral network -- then even if you don't submit, the better ones will eventually find you, anyway!

So what's all the fuss about? The whole purpose of site submission (and this differs from what it was just five years ago) is to give you an important boost, a jump-start. Submitting to SEs is nice (after all, why pass up the opportunity?) but the real key is to hit the major directories... even if you end up having to pay for one or two! The reason? The add-a-URL function at search engines has been spammed so much that many reportedly pay less attention to them than they used to. Directories, on the other hand, are operated by human beings -- they manually review your site before you get posted. The process can take several weeks or even months. That gives a directory an inherently higher quality for search engine spidering than their own add-a-URL function. The bottom line is to do it, of course, but to put most of your effort where you will get the biggest payoff.

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Should you use an automated submission program? You can download one for free from the Web. Sounds good, but these can often be detected. Mardox Networks' Global Submit makes no bones about it. In fact, the whole line is in red letters on their site:

"ATTENTION: This web site submission program DOES NOT accept any automated submissions. Anyone who wishes to submit their web site to our search engine must to so by visiting this web page."

Other delivery techniques can also hurt you. ( Global Submit, again) --

"Sites trying to manipulate our search by submitting multiple lead in pages will be heavily penalized if not permanently removed from our database without notice. Sites using Meta refresh tags, java script or cgi programs to redirect their web pages will be removed. Sites also using improper keywords which are not relevant in their site will also be removed. Sites that are removed maybe reinstated in 1 year. No Exceptions."

Maybe now would be a good time to take a long look at some optimizer claims.

A separate issue, but as long as we're talking about delivery, here...

Optimization should include a look in your pocketbook in other areas, as well. In fact, we've already done that, in a sense, by looking at what some hosts are offering these days. When we can, we like to supplement their offerings with some great, low cost options.

That's why we have put together packaged solutions for bed & breakfasts, commercial sales, and general sales support via newsletter or on-line catalog.

Retail, too. We are proud to offer an add-on shopping cart which is far more price-effective than the competition. One popular host, for example, offers one for an extra $30 to $50 per month. For a large number of items (a couple of hundred) it can be up to the $150-$200/month range! Add back-room inventory control, accounting and reporting systems, and you can easily reach $350-$400 per month. Other hosts offer a "free" shopping cart, but unless you are an accomplished programmer, you should set aside anywhere from $500 to $2,000 in custom start-up costs. By comparison, we offer a strongly featured shopping cart, configured and ready for you to load inventory, complete with step-by-step instructions, that becomes yours and is portable between hosts. Even a customized cart can often be had at Baughan & Company for under a $500 one-time fee. What a savings!

1) Web page structure --	" Show,
2) Pages to use --		tell
3) Sales/Marketing language --			sell
4) Being pro-active --				serve
5) Being reactive --					support
6) Using stats to succeed --						track
7) Submission --							deliver"

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