The late Conrad Hilton who built a chain of hotels across
the world, was firmly of the belief that if he built a hotel
in the right location it would make money. “Location,
Location, Location” was his motto. Never build a hotel
where there ain’t no traffic.
The same rule applies on the Internet. Build your site in
the right location and it will succeed.
So the question is: “how do I find the right plot of
Internet real estate on which to build my site?”
For the purposes of this exercise I would like you to imagine
a smart seaside town called Google.
Along the sea front and around the marina, where the luxury
yachts are parked, are smart hotels, casinos and apartment
blocks. At street level in each of these buildings there are
international shops like Tiffany, Gucci and Prada selling
luxury goods.
In the next block back from the front are really nice houses
owned by wealthy citizens. And behind them are not-quite-so-nice
houses and apartments. So it goes, as you walk away from the
sea front the houses and shops become less and less expensive. Until, just on the outskirts of the town
of Google, there is a trailer park where the least wealthy
citizens stay.
In the town of Google it costs a lot of money to rent one
of the shops on the seafront because they are seen by large
numbers of passers-by. These will be both the wealthy people
staying in the town and day-trippers who are just sight-seeing.
However, you can rent a shop in the trailer park for much
less money. Here you will still get valuable passing traffic
but the competition will not be nearly so great.
The mistake that most people make when they build their web
sites is to build around keywords which all the powerful multi-nationals
are using for their seafront stores. These organizations are
spending mega bucks to get their web sites to the top positions on the search engines. Your chances of competing
with them and achieving a top search engine ranking are very
slim.
Much better to build your web site around the ‘trailer
park’ keywords. Where you can still get masses of valuable
traffic, but you’re not competing with the mega-buck
budgets of the multi-national corporations.
David Ferrers. This article is taken from the
second lesson in the free Diploma Course at The Online Business
Academy. It goes on to tell you how to develop your web site
to achieve the best possible search engine page ranking. You
can join the free Diploma Course at http://www.TheOnlineBusinessAcademy.com
