Website Marketing: What You Need To Know Prior To Beginning (Part 2)

Part 2 of 4. The IP address is like the street address of a business and the domain name would be the nameplate. The business can own the entire street address and have their name on the whole building (their domain name being the only name on the server). In this case, if you were to send mail to this business, the mailman (in this case your Web browser) would simply go to the business address. Or the business can share the address with several other businesses like in an office building (their domain name being hosted with several other Websites.) In this case, the mailman (your browser) would simply go to the building and then check the building's directory for the business.

Either way, it's easy for the mail to get where it's going and visitors never realize that several businesses are hosted on the server. We mention this because many businesses think they need a "dedicated server" when they would be better off on a shared server. Using the office building example, most businesses save money by renting offices rather than the entire building.

Each website consists of many distinct webpages, each written in a language called HTML. Written to be accessed via web browsers and displayed on computer screens, webpages use hypertext links to connect to other pages or content.

Therefore, the first step of establishing a business on the Internet is building a Website. Whether this is a new online business or an existing "brick and mortar" business is irrelevant. However, where most businesses make their first mistake is choosing their domain name first. It's a mistake because the search engines love it when Websites have the main keyword in the domain name. For example, our business is "SEO" and "Web design" hence our domain name "AceSEOWebDesign.com". The search engines like this because they know, for example, a site like "Cars.com" isn't going to sell boats.

Also, in some markets, you may be more successful if you represent yourself as a specialist. Say, for instance, that you're running a business called ?Harriet's Flower Shop.? Online flower shops are quite common, and your business may struggle to distinguish itself. If you like a specific flower, however, then it may make more sense to market your business as the less competitive ?Harriet's Orchids.? Then, once your business is thriving, you may consider branching out and selling more flowers online.

While some degree of specialization can be a good thing, it can easily be overdone. For instance, while focusing on orchids may make sense, selling pink orchids is likely too narrow. If considering this strategy, try to find the fine line between a useful focus that boosts market share, and a narrow specialization that costs you business.

If having your keyword in the domain name is so important, then how have companies like Google, Ebay, Twitter, Facebook and others come to be successful? Quite simply, they are synonymous with what they do. The word ?Google? has become entrenched as a verb in our modern vernacular, and we often think of it when searching online. Similarly, Twitter and Facebook are memorable social networking sites that have generated a large amount of buzz. While Ebay has its own distinct brand today, it began life as auction.com before changing its domain name after becoming a success.

Also, you should know that you can purchase multiple domains and point them to one Website. For example, a client of ours, Matt Moss, is an insurance agent in Jacksonville, Florida. He came to us and said he wanted to have us build a site named "MossInsurance.com". Well, we told him there are three problems with this domain name:

– Having his last name in the domain name made it more difficult for him to sell later, should he choose to do so. After all, having ?moss? in the name might be viewed as a negative for any prospective future buyer. Be sure to check out Parts 1, 3 and 4.

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