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CONTINUED FROM PAGE A:1 fl-
are listed in search results
in order of decreasing rank.
Because Web users seldom
go beyond the first few pages
of search results, profitabil-
ity of an entire e-commerce
enterprise can hinge on hav-
ing a high-ranked site.
Selecting a Web hosting
company is an important
step. Youwant to select a
company that can provide
you with a static (fixed) IP
address. Web crawlers prefer
this to a dynamic (variable)
IP address for several techni-
cal reasons. Also, be sure the
company you choose is not
hosting spammers or pornog-
raphers or other unsavory
characters that have been
banned from search engines;
otherwise, your site might be
"guilty by association."
Selecting key word
phrases is as much an art as
a science. Each page in the
site should have one or two
key word phrases, each not
longer than four words. This
is a good place for the man-
ager to work closely with the
designer.
There are several types
of "tags" that are part of
the HTML code for a Web
site that are invisible to the
user but critical to search
engines. Tags are written
between
The tag should be
the one phrase, not more
than 60 characters, that
sums up your Web site.
Google and MSN place
heavy emphasis on the
tag.
The meta keyword tag
contains keyword phrases
for a specific page. It is es-
sentially a listing of all the
pertinent phrases and has
fewer than 250 characters.
Its importance has dropped
considerably because it has
been abused by people stuff-
ing it with irrelevant key-
words to generate as much
pickup as possible.
The meta description tag is
just that -a description of the
page it is on, not the whole
site. It should be descriptive,
contain key word phrases
where appropriate and be
about 200 characters long.
Once your site is as you
want it, it should be submit-
ted to the search engines
and directories in which you
are interested. Most sub-
missions are free , but some
charge up to $300. Public
opinion seems to favor the
free submissions over the
paid, but this is a gray area.
All of these steps are
designed to get your site
noticed by the spiders. But
the best way to improve
your rankingis through
links. Contact businesses
complementary to your own
and ask if they would be in-
terested in reciprocal links.
That is, a link on your page
goes to their site and a link
on your site goes to theirs.
It's a win-win proposition
for both businesses. One of
the major ranking criteria
for all search engines is the
number -and quality - of
the sites that point to yours.
Just remember, after you
hand off a visitor to a link,
be sure to provide a link
back to your site!
So now that everything is
up and running, allyou have
to do is sit back and ring up
the sales, right? Not really.
A Web site, no matter how
effective,is always a work in
progress. Frequent updates
should be easy on a well-de-
signed site, and frequent visi-
tors will soon become bored
with a site that has gotten
stale.Mamtaininga fresh,
active site reflects the vitality
of the business behind it and
keeps visitors coming and
customers coming back.
Stan Elias writes on business technolo-
gy issues and operates Tensor Commu-
nications, a West Barnstable marketing
communications agency that special-
izes in technology-based businesses.
He can be reached at 323-401-1230 or
TensorComm@comcast.net.
TechFiles...
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CONTINUED FROM PAGE A:7
Both are efforts to relinquish United States
sovereignty to other governmental bodies.
I Neither willstand up to constitutional evalu-
I ation since they would subject our laws and
regulationsto determination byrulingbodies
other than those of the United States.
United Nations charter. Totally mimical to
j the Constitution ofthe United Statesfor many
reasons. It was the first successful attempt to
subjugate the United States to a world body.
The League of Nations was the first attempt.
| Itfailed because our Congressrecognized it for
what it was:arelinquishingof U.S.sovereignty
and destiny to a world body whose interests
and purposes might be diametrically opposed
to those of our own citizenry.
Through skillfulpublicrelationsand promo-
| tion, the United Nations charter was sold to
the U.S. public as "man'slast best hope" for a
peaceful world!Itshistory sincethe beginning
has disproved this, conclusively.Today, it has
become an "intrusive" organization, riddled
with scandaland unquestionably anti-U.S.
Art. VI, Sec. 2 states: "This Constitution,
and the laws of the United States which shall
be made inPursuancethereof; and allTreaties
made,orwhichshallbemade,undertheauthor-
ity of the United States, shall be the supreme
law of the land ... " The semantic attempt to
justify our participation inthe United Nations
under the guise of a treaty is contradictoryto
the concept ofthe other provisions of our Con-
stitution.Itisindirectconflict andtherefore not
acceptable as atreaty binding our nation.
The idea of subjugating the authority of
the United States to a foreign body was never
considered or contemplated by the Founding
Fathers.Anytreaty into whichthe USentered
was expected to be consistent with the man-
dates of the Constitution. Acceptance of our
participation and conformance to the United
Nations and its dictates is a prescription for
national suicide. And this applies not just to
our countrybut to allnationswho succumbto
the siren call of a "better world."
Have we seen a reduction in the number of
armed conflicts? Decidedly not. Have we seen
a more peaceful world? It depends on your
definitionof"peace"(the communistdefinition
is "no resistance to their authority").
It was John Adams who said that,." .. the
United States is made only for a moral and
religious people. It cannot stand with any
other."
And Alexis de Tocqueville commented in
his epic, Democracy in America, that
America is great because America is good. If
America ever ceases to be good, she will also
cease from being great." He was referring to
ourinternalstructure,not our compassionate
stance toward one another or other countries
and their people.
The question that we all must face: "is the
Constitution being shredded by our own
elected officials?" If so, we are truly following
in the footsteps of Rome which succumbed
to a "more democratic than republican ap-
proach to government. Consuls and Senators
promised the populace ever more from the
public treasury." Does that sound like our
legislators today?
PleasereadtheDeclaration ofIndependence
andthe Constitutionandyoumaybesurprised
by the conclusions you make about what is
happening in the United States today.
That's my view.What's yours? Contact me
at 1776@netscape.com.
The writer lives in Centerville.
Sme w