|[an error occurred while processing this directive]
by Brian D. Chmielewski
Welcome valued subscriber. Thank you for taking the time out of your
busy schedule to read this first article. I am convinced you will find
exceptional utility in the marketing tip that you are about to read.
As the introductory paragraph illustrates, personalization is often
difficult. With a large subscriber base, it is impossible to communicate an email message individually to each one of
you without having more specific information. For example, associating
your name, title and web site focus to your email address, would make
crafting a message to singly address you and offer an exclusive set of
benefits more practical. This one-to-one marketing advantage drives
the trend towards personalization and should be an important
consideration of your evolving web site.
There is no doubt that marketing via the Web is a powerful tool. Those
who know how to target, personalize and offer creative and fresh
content experience significantly better results than most.
Marketing professionals stress the importance of words like direct,
reachable, targeted, objectify, and quantify. Their basic tenet is to
communicate the right message to the right audience in language that
they understand. And yet, a web site must be evolving, it must contain
fresh content and aesthetics - a unique environment for your visitors
to cultivate their interests. And so originated dynamic or active
ASP's use cutting edge technology to easily integrate the information
provided by database, messaging, directory and file servers,
presenting updated information each time a page is revisited. Software
such as Allaire's ColdFusion has become popular for creating ASP's.
This is a spectacular method for automating site freshness, but
dynamic web pages cannot be indexed by the major search engines.
Why are Dynamic Pages not Indexed?
Simply put, dynamic pages are like templates. Each time you activate
the template, it requests information from the server, based on a set
of preferences designed by the site to fill in the blanks. Search
engine result pages are perfect examples of dynamically created pages.
A search for "computer" in one week will return a different page than
a search for the same keyword the next week. The reasons for this are
complex, depending on changing search engine technology and web sites
that desire the keyword "computer". You can see dynamic pages in
action at Allaire's
ASP's are likened to spam and redirect practices, since the rules for
what information a dynamic template hosts can be manipulated by the
site publisher based on the identity of the visitor. In many
instances, publishers were displaying one version of a web page to a
search engine spider or editorial researcher and another (same URL)
page to other visitors. This dubious design secured choice keyword
placement for a site publisher who's content was not appropriate for
that category, resulting in the elimination of ASP indexing
altogether. Even if a defense mechanism existed to police dynamic
submissions, the indexing of them would add millions of new page
entries to the databases of engines that vary only minutely in
content, thus giving an advantage to the sites that employed this
The Best of Both Worlds
Success with both dynamic page personalization and web site
optimization for search engines requires balance. Think about the
pages in your web site from a hierarchical perspective. Unless you
have a well-known brand name like Microsoft, do not implement dynamic
design in the pages that fall near the top of your framework. Spiders
index your site starting with your index.html or default.html page,
scanning the links found there first. Since pages at the top of the
hierarchy typically contain a broader spectrum of information, with
the potential for more links to allow site visitor several avenues to
navigate to, you want these pages indexable, thus static. If you
choose to employ dynamic pages at this stage, be certain that a spider
has the opportunity to index an alternate page that contains corollary
keywords, links and META tags.
Recognized by their .cfm or .asp tags, the major engines will not index
web pages that contain the '?' in the link. To a spider, this indicates
that the server used certain variables in developing the page's content.
It is possible to have static pages that contain the .cfm or .asp suffix
in the URL, but that page also faces discrimination, with only
Infoseek presently embracing it for indexing.
By developing a qualified navigation structure on your top pages, you
can create a sense of personalization. Well-defined linking navigation
permits you to harmoniously match segments of your data with the
visitor. For instance, a top-level page containing qualifying links
for employees, press, first time visitors and clients, offers the
opportunity to present uniquely tailored information to each segment
of your audience. Extending a link to each member of your target
audience promotes personalized communication without deteriorating
indexing potential in the engines.
We have assumed that you want your site indexed in the major search
engines in as many appropriate positions as possible and have
illustrated a method for balancing dynamic pages with obtaining a
strong search portal presence. To drive traffic directly to dynamic
pages, you will need to expose them via alternative methods.
Do you have confidence in your search engine presence? Would you
like to have more?
uPromote Directory Listings is your complete solution
to driving steady traffic via the search portals. Click now for more