Search Engine Optimization/Search Engine Marketing
At that point, my entire opinion was that the Internet—and everyone who invested in it—was nuts.
It’s Not Nuts Now—by a Long Shot
I remember in the 1990s, Seattle direct marketing guru Bob Hacker said that the Internet was like 2,000 public libraries and no Dewey Decimal System.
Enter Google, one of the miracles of our time. It became the Dewey Decimal System that allows all of us to find precisely what we are looking for across 156 million Web sites (and counting) in a fraction of a second.
Several weeks ago, I received an e-mail from Network Solutions—the company that has registered my various Web sites—announcing a search engine marketing seminar in downtown Philly at $90 for a half day.
My archive of news stories and features has a fair amount of material on how to make money on the Internet—specifically paid content and free, advertising-driven content. The hole in both my knowledge and archive was the area of search engine marketing/search engine optimization. I signed up and showed up at the DoubleTree at the appointed hour, where tables were set for 56 attendees. Maybe 30 people were in the audience. I found an outlet and plugged in my laptop.
The presenter was Harry Brooks—tall, balding, somewhere in his 40s and one of the smartest, most glib guys I have ever heard. He knew the business of search engine marketing from bottom to top, explained it very, very well, and fielded a slew of complex questions with ease. Network Solutions is extremely lucky to have him.
But a Funny Thing Happened ...
I can operate a QWERTY keyboard at 70 wpm, am pretty good a searching the Internet for arcane information, and am savvy about the principles of direct marketing, having written three books on the subject. I think of myself as a very good general practitioner. And like GPs in the medical field, if a client needs help in a specific area—production, database, and CHAID or list maintenance, for example—I will supply four or five names of highly reputable people. Regardless of who is chosen, I do not take referral fees. I am not in the business of being an agent.