Project Greenlight
From: Rod Aries
The journey of a thousand miles begins with a single step. In the case of the Internet, it should read The journey of a million visitors begins with a single click. And to get those clicks, you have to start at the very, very beginning. Once Greenlight has their concept, their physical name and domain name are the most important item they can do in terms of Internet marketing. There was a commercial on TV about Bill Russell, a former NBA great who was known for his defense and rebounding; he said something like this "I got most of my rebounds before the shooter ever shot the ball." Russell was referring to his knowledge of each player, their tendencies, their habits and then to his ability to anticipate and position himself in the most likely area to get a rebound.
It is the same thing in creating a successful web site. If you know the tendencies of the search portals and of your potential visitors, you can design and create to meet their algorithms and expectations, and if you meet their needs, you will get traffic. BUT, you have to start with:
1) concept: is it something people want?
2) pricing: is your pricing reasonable and competitive for what you are offering? Will people pay for it?
3) naming: does your domain and company name reflect what humans are looking for? This is an important, often always overlooked EARLY step. Assume for a second that her site really is named projectgreenlight.com. What person with a divorce problem is going to search for those words? Assume the site is called DianaNoble.com - that may work if she has her own talk show like Oprah and has published books, but if she is unknown, who is going to search for Diana Noble except for an old high school boyfriend trying to find her, because he just got divorced and is now available?
Now I can see all the branding-boys jumping up and down screaming "brand it, brand it!" Branding may work on cattle but a little dose of reality here... Ever dream of playing shortstop for the Yankees, being the lead singer for a rock group, having your own hit TV series, appearing on the cover of Time magazine, a date with a supermodel, retiring at 40 or having a one of the most branded web sites on the net? Well, I have some bad news for you... ain't none of it gonna happen... Now, I am not saying forget about planning for the future in case you make it big, but realize that the only way most of us are going to make the cover of a newspaper will be the National Enquirer article "My college roommate was a Terrorist." Unless you have more money than Gates to buy your own brand awareness, a la the "pet sock puppet" or Boo.com, utilizing a highly descriptive name, instead of DivoMan.com, will result in more traffic originating from people who don't know you. It will result in a greater potential for traffic because the keywords will be embedded in the title or description of a search forcing higher relevancy in search engine searches. I can give you an example: www.DiscountRoses.com (affiliation) or www.DiscountMagazines.com (no affiliation) are sites with a highly descriptive name, and great prices on... you guessed it - magazines and roses. The names are easy to remember and descriptive. For the magazine site, my Visa bill shows billing for something like Aradco or who knows what when I buy from them. But what is easier Aradco or DiscountMagazines.com to remember and tell people? Of course names like divorce.com are long gone, but there are names you can purchase in the domain reseller market. Or you can create your own descriptive name DivorceTheChump.com
Let the journey begin - have a brand plan, but focus on traffic... click.
At your service,
Rod Aries, eInternetMarketing.com
High Traffic Internet Marketing
mailto:rod@eInternetMarketing.com
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