[youtube:MnY0CW9KxZI;[link:Search Engine Marketing Tip];http://www.youtube.com/watch?v=MnY0CW9KxZI&feature=related]

Part 2 of 4. Your IP address is like a street address, while your domain name is the name of your business as displayed on a sign. Sometimes you may own the entire building at a given street address. In this case, if a customer travels to your address then they’ll find your business in its own standalone structure. You may also share the same building with other businesses, in which case your address will specify a suite or office number.

The previous point is crucial to remember. Many businesses think that they need an entire server, when shared hosting is often the better and less expensive choice. Referring back to the previous analogy, it often makes more sense for businesses to rent individual office space than it does to secure an entire building. It also rarely matters to customers, as they can reach your business easily as long as its address is kept updated.

Now, each Website is made up by many Webpages which are documents that are suitable for the World Wide Web and can be accessed through a Web browser and displayed on a computer screen. Webpages are usually written in HTML or XHTML format, and may provide navigation to other Webpages via hypertext links.

As such, any business’s first step into online marketing, regardless of type or age, is to build its website. Many businesses make the mistake of selecting a domain name first. This places you at a disadvantage, however, as search engines typically rank pages higher if their main keyword is in the domain name. For instance, our business involving ?SEO? and ?web design? sports the domain name ?AceSEOWebDesign.com.? This helps improve the relevance of search results, as search engines are smart enough to know that a site called ?cars.com? won’t be selling many boats.

Positioning yourself as a specialist is another effective strategy in website marketing. Say, for instance, that you own a business called ?Harriet’s Flower Shop.? ?Flower shop? is a competitive term, and distinguishing yourself may prove challenging. If you enjoy a particular flower, however, it may be easier to position yourself as a specialist in, say, orchids. Once you’ve established success with ?Harriet’s Orchids,? a less competitive keyword, then it may be worth considering branching out.

While some focus is great, take care not to be overly focused. For instance, while focusing on orchids makes sense, specializing on pink orchids is much too specific. Try to find the optimal line between a good specialization that will boost awareness and a tight focus that will exclude you from the market.

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 made it more difficult to sell later should he choose to do so. In most instances, having ?moss? in the domain name would be seen as a negative. Be sure to check out Parts 1, 3 and 4.

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