Business History Books » Business Consultant » Disillusion of the web
Disillusion of the web
Question:
Rob > You can read about it in "The Myth Of Keywords Effectiveness In Search > Engine Marketing" at > http://www.masternewmedia.com/issue24/keywords_effectiveness_myth.htm. > There are many other, similar reports out there.
OK, given that, what IS an effective way to raise your company’s profile on search engines? — Do what you do at Enterprise Blue http://www.enterpriseblue.com
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Have you thought of, or tried, google Adwords? adwords.google.com As you may know google is rapidly becoming the most used search engine in the world. I have just finished a site www.DJshopUK.com and have advised my client to use adwords. The site has only been live for 2 weeks now and through adwords alone we have had 400 clicks, this has resulted in over 1000 visits to the site due to people bookmarking the site. This may be a good way for you to start. The good thing with Adwords as opposed to Overture is that it isn’t down to the amount you pay that gets you to the top of the page. It is a combination of page inpressions and click throughs. We started our max keyword price at 0.25p (GBP) and this has gone down to less than 0.10p Darren Wainwright www.Eidesign.co.uk [Bottom-quoting deleted. Please do this folks so us moderators don't have to. Thanks. stj]
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> I just learnt the other day that there is such a thing as the Google > "freshbot effect" wherein your page sits on the #1 ranking for a few > days.
That sounds right. When Google first picked us our corporate page sat at #1 for a month. When the next month updaes were made, we were completely absent. Google has been the most and only cursed search engine in our company. When we retuned a few months later they "deadlisted" us to an incorrect URL so that anyone looking for us would think we had closed our website. All the ten or so Google client search engines did the same and only one of them returned correspondence to my complaint. It took us two months to remove the "deadlisted" link (they omitted the "www." which didn’t work). We were happy to get no Google mention after that. However, to make sure we had no peace, they screwed us a third time. They started listing our "resource" page, a stand-off website offering online business tools to our potential customer base. Everything was fine for awhile. I had another website reserved for a spin-off that was inactive and we put a copy of the resource there so we could check and test the content without polluting the "resource" logs. Next month Google switched our "resource" listing to our test page. We don’t know why or how they decided to move our primary listing but we couldn’t have it because it had the website was the name of a spin-offf company we plan to create. We had to get Google to delist us AGAIN. It took about two months for them to kill off all the Google hits. When we reappeared on Google, things have been comparitively smooth for the "resource" listing. Most of our traffic comes from Google, MSN and Yahoo in that ordering and as Yahoo is subservient to Google, they are a search engine we can not ignore. We added a batch file to monitor the daily hits from Google so we will know quickly when they start to FADE on us again. 
Google still is the only major search engine to give our corporate website the cold shoulder. We don’t worry about that. We have found comfort in hating Google and working around them. All the while MSN has been a steady champ. MSN is the best Search Engine from my perspective. They are straight foreward, they do what they say, and they don’t screw over your company in a cavelier way.
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Hello Graham Are you able to elaborate on the content of this posting? I found it very interesting & would like to hear more detail – regards [A ton of bottom-quoting deleted. Please delete this stuff so us moderators don't have to. Thanks. stj]
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> If anyone has any > ideas how to get to the top 10 of google, msn or yahoo without paying > out more big bucks I would appreciate your feedback.
I just learnt the other day that there is such a thing as the Google "freshbot effect" wherein your page sits on the #1 ranking for a few days. Allegedly, this is for people to find you while you are in the limelight and if they click on your link, this is factored in before allocating you your "parking slot". I was over the moon for that short period but I am in the cheap seats somewhere at the back. Now to work on increasing content. – Ash http://crm911.com
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> Are you able to elaborate on the content of this posting?
Let me know what area you’d like me to expand upon. My only rules are that I won’t reveal any actual company, resource, market or websites to which I refer. CONTENT IS KING When scanning all the search engines for my competitor and their product line, what search engines listed were 3rd party websites mentioning them. Examining those pages revealed that my search-words appeared in the webpage content and not in any meta:keyword list. These sites were resellers listing them in their catalog. LESSON: webpage content use works, meta:keywords don’t I visited my competitor’s web site and examined their meta:keyword list. It was poorly constructed and not formatted to current guidelines. Major search engines now tend to ignore meta:keyword lists but they had included so many extraneous phrases that they were risking a verboten ruling on that alone. META:KEYWORDS ARE OF DIMINISHED VALUE Meta:keyword lists should still be edited but I believe they are only used on the older, less traffic-sourcing search engines. Pareto-ordering would suggest meta:keyword effort would be a low priority but cleaning up your meta:keyword list is useful as a guide for modifying or supplementing your webpage content. Words used to describe a product, market or company often have several regional or national variants. These variants are generally clearly understood by all though each has a personal preference. If you fail to mix all variants into your content or meta:keywords then you will miss website hits when those variants are used with the search engines. Its more important to attract additional potential customers than it is to adhere guidelines of literary composition. Mix ALL variants into your webpage and use them 3 times per page. To refine your meta:keyword list use your spreadsheet or word processor so you can easily reorder and modify them. This is a rough outline of our process: (1) Collect keyword phrases customer might use to find your company website from several knowledgable people in your organization (request each to be about three significant words long). (2) Include phrases potential customers may use when distressed by their inadequate existing products. For example, if your competitor makes faulty flammable typewriters, include such phrases in for content explaining why your products won’t spontaneously ignite. Those customers looking for flaming typewriter fixes might not be assisted by arriving at your website but they’ll know thereafter that they don’t have to tolerate such problems and may spend their money wisely on your product the next time. (3) Enter the assembled phrases into to your computer workspace, add a tally count next to those submitted by several people and then sort them numerically to the top. (4) Strip out everything but nouns, adjatives and some verbs. Switch all words to singular form as search engines tend to reduce plural forms into singular. (5) Make a list of synonyms, and regional variants that you can use to replace overused words later on. Note that many compound words appear in search engine requests with and without a space separation (Example: webdesigner or web designer). If you mix compound word variants into your content text and meta:keywords you’ll get more search engine hits even if your teachers may be disappointed with your spelling. Blame it on the nerdy web designer if they ask. (6) Meet with small groups of the phrase submitter to refine the list. Guidelines are that no word should be used anywhere more than three times and most meta:keyword lists won’t bother with where you put the commas. In otherwords, you don’t require an exact match of every word in a phrase, just that the three-use words are well distributed among the keyword phrases. (7) When we did this we took the most significant use of a keyword and put them into separate blocks of phrases. These we considered highly probable exact matches. The lesser phrases we edited to substitute the regional variants and synonyms into. As several keywords are likely in in phrases, it takes some editing around to get the desired results. (8) Put your best phrases first. The search engine might not care but it helps you revise it later with the understanding that it was previously constructed under the "first is best" ordering. (9) Once you install the update, have your website "spidered" by a free service that does simple analysis of meta lists and robot.txt files. I think webspider has one – they’ve been easy enough to find that I don’t know their actual webname. Remember that keywords construction are not so productive now. Don’t burn out working on it and make the mistake of not imporving your webcontent with the keywords. Improving your web content is the real payoff. Work on your most important pages first, meta:keywords and webcontent before moving on to another page. It may take a month before a search engine scans your page again so get the updates online as soon as possible. CAVEAT: Don’t paste your meta:keyword list on every webpage either. Some search engines claim that keywords listed that don’t appear in the associated webpage content will count against you. Its better to leave a webpage’s meta:keyword sparce until you have time to work on it. AFTER KEYWORDS ARE UPDATED, EDIT YOUR CONTENT TO INCLUDE THEM Use your keyword list in your webcontent. This is usually awkward since homepages are generally graphic based, short by screen size and low on text content. My solution was to append a lot of text under the normal graphic screen image as a "MORE INFORMATION" content section wherein I included bulleted paragraphs using each of my keyword phases. This has increased the odds that search engines direct "seekers" to my homepage instead of other subpages. CAVEAT: Don’t play games trying to hide awkward keyword phrases buried in unnoticable text and background combinations. Most primary search engines penalize you if you use masking text and background color combinations for this purpose. RECOMMENDATIONS REGARDING LISTING YOUR EMAIL ON THE WEBSITE: (1) Remove the word "Email" and "Mail" from your webpages. Spammers often scan for "2003 Email …" to quickly gather business emails to direct their massive spams. Use the phrase "Contact Us" instead and it will be lost in the search engine noise because of high use. If possible, use a graphic for the lettering of your email address so it can’t be scanned from the webpage source listing. Be careful not to use "email" or "mail" in the image ALT="" block or you may defeat the purpose. If you still use a text email HTML listing, you can defeat simple "cut&paste" email scanners by inserting " " between sections of the email text (not in the mailto: section); this merely adds a visual space but makes it harder for spammers to extract the email from the source code. Often this improves the readability of the email too. "Mailto:" probably won’t hurt you much in bringing spammers to your website because every webpage usually has one email address and search engines tend to only save results after the HTML code is stripped out. Searching for "Mailto:" would be as productive as searching either for an HTML command or the word "the". (2) If you use feedback forms, rename the FORMMAIL.PL file or ask for some other solution to protect access to it. I noticed many code "404" in my log and it turned out to be spammers attempting to access a default directory program on many websites. In the log it appeared, "GET /cgi-bin/formmail.pl" I scanned the internet for an explanation and discovered that some spammers were using unprotected the pearl program, formmail.pl, access to write spammail as if it came from that company or to send you their spam message using this portal. To ward them off I created the directory name they were trying to access and then put in a "deny all" in the .htaccess file. Anyone trying now gets a code "403" error. A WEB POLICY THAT WILL LIKELY HURT YOUR SEARCH ENGINE RANK While some search engines don’t like this following heuristic, its something I believe makes sense to the business owner. You can screen search engine robots from accessing certain areas of your website. The two ways to do this are: your robots.txt file in the primary directory and each webpage’s meta:robots line. (((Any search engine that bypasses these protocols should immediately be added to your Deny IP list. There is one company in particular, "Cyv_…_" that sells deep website collections. We looked up all their corporate IP addresses and added them to all our websites’ deny list. We also blacklisted the "gig_…_" search engine by IP though they appear to have returned to using proper protocols.))) Search engines want to gobble up all your content/images and they don’t like being barred from anything. However, my company doesn’t gain by search engines dropping "seekers" deep into a sub-sub-webpage; it just confuses them even with our good navigation tools. I treat webpage arrival like a store front; customers arrive at the front door(s) not in the loading dock, production line, nor accounting department. Most webmasters don’t fight search engines in this regard, I do. To exercise this control my compromise has been to allow search engines to access only four main pages of the company website. Each has lots of extra content selectively reflective of the drilldown information subpages that the search engines can’t access. This screening-policy probably penalizes some of our search engine rankings. However this is counterbalanced by our popular free online "resource" targeted for buyers in our customer markets. That … read more »
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> > If anyone has any ideas how to get to the top 10 of google, msn > or yahoo without paying out more big bucks I would appreciate > your feedback.<
Here is the thing. Search engines only account for so much traffic. Our sites get respectable listings in most search engines when searching for a variety of relevant topics related to our business (and a few not-so-related ones…targeting new customers), yet the large majority of visitors come to our site do not find us because of search engines. In the days before our company had grown to encompass a full time job for myself and others, I use to work for a couple dot com companies. A brand manager for one and the director of marketing for another. A key element in building an Internet empire is building a "online marketing infrastructure". Ok, so what exactly does that mean? Well, to explain that I have to explain a few other things first. No business on the web can hope to get many visitors or much business without being very aggressive in their marketing. However, you can all day every day on certain forums and Usenet groups, dropping press releases with media groups, etc, and end up not using your time effectively for building a longer term market presence. Why? Because each of those actions puts your company name/brand in front of consumers /once/, then you have to repeat it again and again in the future to get the same level of presence. The effort can ultimately become self defeating. An online marketing infrastructure is system of features on your site and/or the support of multiple linked sites that all tie together to generate a greater sum of media and market presence by their own very existence. Site and site features that propagate continued support and growing media opportunities for your company without much work time required to keep that effect going. Other elements of a marketing infrastructure is the building of a semi automated media machine. Need to get some press releases out there? Don’t go visiting site and site, one at a time delivering your press release to the news editors. Go visit all of these sites /once/ and attempt to get the news editor subscribed to a media e-mail list for your company. That way, in the future, you may have hundreds of media outlets on your list and you can put your media release in each of their’s in box with the minimal work of drafting one e-mail press release. What features you can utilize to encompass your marketing infrastructure will completely depend on what your target audience is. I’ll give you a couple brief examples from two different business. 1) The business I worked for was a small software development firm targeting the online educational markets. Aspects of its online marketing infrastructure included: a) Press Release List b) "help" discussion forms (your better customers can often answer the questions posed by new or potential customers without any need for someone at your company spending time to do so). This site feature can also generate a lot of page views, and hence, a lot of banner invetory. c) Rotating Banner Script. Most pages of the website contained your standard 468 x 60 banners. These generated hundreds of thousands of banner impressions monthly (it was a small company, with me just starting to build its market). Banner invetory could be sold, but rarely was, as this was already after the dot com bubble had burst. But those banners can also be used to 1) further brand key brands to your site viewers, and 2) be traded with other key internet sites so you can export some of your branding efforts to other viewers who have not yet found your site. d) We sponsored a "Distance Education" news page and forum. This was a news media page that delivered press releases, news articles and free offers from our company and other companies that also serviced the distance education market. News segments from this site could also be published by other sites in that market, updated automatically, in exchange for a number of promotional opportunities for our site and brands. Oh, and of course, a fair chunk of this media sites advertising directed customers to our core site. e) Free samples of educational books and sample programs that were a part of the company’s planned product line (they never finished it) were uploaded for free distribution in the many software download sites. Each would direct a consumer to the company website. We had other programs and partnerships at work or being forged as well. 2) My current company, the Guild of Blades Publishing Group. We are a game publisher focussed primarily one board games, strategy games, and role playing games. Some aspects of our marketing infrastructure includes: a) Press Release List b) Retailer Support List c) Distributor Support List d) Discussion Lists for each major brand e) Internet discussion forums for our brands. d) 1483 Online. This is a FREE online game based on one of our board game series. Players get to play for free, but to do so they have to be subscribed to the 1483 Online Update List and have to regularly come back to our website to see update game maps and player statuses. We have approximately 1,500 active players for this free game at present and this site accounts for (an estimated) 33% of all of our direct-to-consumer mail order activity. e) Links directory. Always, and I mean Always swap links with as many sites out there that you can. Ideally you can justify the presence of all of those links an acceptible and appropriate content (resource) to your viewers. f) Banner Rotation Scripts. Same basic reasons as those listed for the other company. g) Topical surveys. h) We regularly host "pre order" specials for newer products, giving other of our consumers reasons to come back to our site time and time again. That and product news. i) Game reviews j) Sample version of some of our games are in the major software download sites, which brings a fair bit of traffic to our site. k) We use the Internet to coordinate both game demo volunteers that visit game stores all over the place to run demo or events for our products. We also use the Internet to help coordinate a host (albeit a small one…its still a new project) of affiliate sales sites. Sites that sell our products through an affiliate program, sort of like Amazon’s and others, except they have their own store front, but our system processes the order and they are shipped from our warehouse. We have projects in the works presently to provide game consumers a network of geographical sites that will provide them services, news, and an opportunity to network together to find others interested in the same games they like. That site will have commercial applications that will leverage our brands in front of a great many retail shops. Other sites we have in the works are the "Game Publishers’ Digest" and the Game Retailers’ Digest" as well as a few others. All of these sites have some profit potential, though truthly, not the potential for emmense profits by themselves. But they all service to broader awareness of our brands and to channel game distributors, retailers and game consumers to our products. They all comprise the growing marketing infrastructure for our company’s online presence. Most aspects of a company’s marketing infrastructure will take some time and effort to initially implement. But if done correctly, all should be easy to maintain and by their very presence, will continue to market and support your products/services in a capacity FAR BEYOND what you can hope to accomplish manually. Always leave yourself time enough to run the other aspects of your business and to be able to pursue new marketing venues and to add greater utility value to your current marketing infrastructure. Ryan S. Johnson CEO, Guild of Blades Publishing Group http://www.guildofblades.com
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I recently paid big bucks to work with a contusing firm to build a retail website. A portion of the big bucks was to get the site in the top 10 ratings on major search engines. I now find out I am 7,000 $ poorer and the major search engines aren’t the ones retail traffic comes from. The internet has turned out to be a major disappointment to me. To get registered on major search engines that will actually send qualified buying traffic the cost is 500.00 to 1000.00 $ per month. It is another case of American economics wherein 97% of the wealth is held by 3 % of the people. The internet is as corrupt to this system as every other aspect of business is. If anyone has any ideas how to get to the top 10 of google, msn or yahoo without paying out more big bucks I would appreciate your feedback. Thanks, Troy
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> month. It is another case of American economics wherein 97% of the > wealth is held by 3 % of the people. The internet is as corrupt to > this system as every other aspect of business is. If anyone has any > ideas how to get to the top 10 of google, msn or yahoo without paying > out more big bucks I would appreciate your feedback.<
Troy, Yep, sounds like you got suckered. There really is no such things as a guaranteed "top 10" listing on search engines. Here are a few things you should know. 1) Each search engine ranks its listings by different criteria. The most prominent of them is a portion of the page code that is called "keyword tags". When making a web page these are put into the code. Search engines read the page code for those search words. Hence, if someone enters "War" into their web search engine, then the search engine will look for pages with "War" in the keyword tags. Thats one method a search engine evaluates the combatability of a page against the search criteria. 2) Some search engines place additional value on rankings if the key word search is a word contained within the URL of the page itself. 3) Some search engines look at the actual text of the page code. Usually something like the first 2,000 letters or so. They look for the number of occurances of the searched-for-term within the body of the page itself. 4) Many search engines try to rank a web page based on how popular it is. Typically the only way a search engine spider may attempt to do this is to judge how many web pages on the Internet link to the page. Some search engines count links from pages within a website to another page within the same site, but others do not. Hence in some search engines if the website is a massive page with hundreds of thousands of pages within it and each of it has a header that links back to the core page, that page will fair very well in the rankings when compared to other pages with the same key word focuss. So…there is no magical "top then" listing, guaranteed. Unless, perhaps, someone is hosting their own fake search engine that they’ll place you on. You can strive for a top ten listing based on the selected key words you think your visitors might find your site by. If it is a fairly obscure or original keyword, getting ranked high is not terrible difficult. But then, there probably aren’t many people doing searches on those terms. The most sought after terms will be *very* competitive in trying to get a high ranking. Small start up web sites have little chance of achieving a top ten spot. Understand this: Search Engine listings are ONLY ONE way to draw consumers to your web site. And for smaller obscure site, not neccessarily that powerful of one. Basing a business on the assumption that search engines will deliver those kinds of results is not wise. To anyone not that informed on Internet page design and Internet marketing, if you will be leading your company’s decision making on this topic, this is something YOU MUST read up on. There are books in the $10 to $30 dollar range that can teach you a lot on the subject. Even if you intend to contract out the web design itself, be educated yourself so you can direct development in a manner that is likely to render results for your business, and so that you do not get taken advantage of. What you encountered was a scam. The Internet has plenty of those. Um, but then, so does the rest of the world… Ryan S. Johnson CEO, Guild of Blades Publishing Group http://www.guildofblades.com
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> I recently paid big bucks to work with a contusing firm to build a > retail website. A portion of the big bucks was to get the site in the > top 10 ratings on major search engines. I now find out I am 7,000 $ > poorer and the major search engines aren’t the ones retail traffic > comes from.
Troy, how long have you been in business? My experience, and the experience of many others, is that customers don’t just "find" you on the web. You have to find another way to get out to them. You need to do some real life marketing. Mike
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> 1) Each search engine ranks its listings by different criteria. The most > prominent of them is a portion of the page code that is called "keyword > tags". When making a web page these are put into the code. Search > engines read the page code for those search words. Hence, if someone > enters "War" into their web search engine, then the search engine will > look for pages with "War" in the keyword tags. Thats one method a search > engine evaluates the combatability of a page against the search > criteria.
Keyword tags are ignored by the major search engines today. It’s easy to put nonrelevant keyword tags in the meta data of a page, and porn and other types of site took advantage of this. Also, search engine companies have developed much more sophisticated content analysis and ranking algorithms, which is closely protected intellectual property used to differentiate themselves. Key words are a vestigial organ, like your appendix, of a time early in the web’s evolution. You can read about it in "The Myth Of Keywords Effectiveness In Search Engine Marketing" at http://www.masternewmedia.com/issue24/keywords_effectiveness_myth.htm. There are many other, similar reports out there. Rob Campbell
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> If anyone has any ideas how to get to the top 10 of google, msn > or yahoo without paying out more big bucks I would appreciate > your feedback.
TOP 10 ====== Do you really require this? Sounds like a dream someone sold you. Look for "SiteProNews" which is a free newsletter put out by Jayde or someone. Its the only newsletter that I still read after a year. They post every two or three days and cover one topic in an article. Most are good. Art is Out, Content is In. Content seems to be the key to search engines for this "season". Don’t rely upon a keyword list, make sure your keywords appear in your targeted webpages. Make the top, initial viewing area of your page as artful as you must but add a lot of text content below that page that as purposeful text that uses your keywords. All that content increases the odds of your page being included when a search engine user requests a combination of words. Keywords If you are using the same keywords as everyone else, should you even bother? You might do better by picking up all the slightly off description keywords instead. My resource website scored a hit the other day for someone’s less than gifted search for "Planes with big wings". The more content you have the more likely you’ll score a hit when a searcher combines words; they needn’t be joined in the original web source to score a hit. Create your own Forum to Advertise. Find a way to get between your customers and others they do business with. I created a useful online resource for buyers in a particular marketplace of interest to me. It has information that makes it easier for them to do their job. Due to the scope of content on our resource, when my potential customers do industry searches they tend to see our website appear in the top five listing of the major search engines. The value of this is that I now have a conduit for reaching the people that buy my products and to whom I want to direct my advertising. I control the conduit and it costs me virtually nothing. I have all the real feedback on who I’m reaching (through IP traces and log files) and don’t have that big unknown result you get when advertising anywhere else. Everytime potential customers use the resource, they use our corporate name and see our discrete advertisements. By the way, I’ve never paid a penny for any web listing. It took time to build up our rank but the "resource" was the best method I stumbled upon. Second best method was useful content.
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How the search engines calculate the listings is something of a mystery (deliberately so, to prevent sharks like your contusing(?) firm from exploiting the system); but the main requirement — which no consultant can arrange for you — is that your site be referenced by many other sites. (Unless you operate in an unusual area, so yours is pretty well the only site anyway.) To achieve that, you need good content and patience. It’s not the Internet that is at fault here (although it’s far from fair or perfect); it’s your expectations. You thought it would be quick and easy, and these cowboys who ripped you off exploited that. Would you have fallen for it if they’d said they could make you a millionaire overnight by running one ad in the New York Times? Why did/do you expect the Internet to be different? It’s you and your competitors fighting over a limited pool of customers, same as everywhere else. – Hide quoted text — Show quoted text – > I recently paid big bucks to work with a contusing firm to build a > retail website. A portion of the big bucks was to get the site in the > top 10 ratings on major search engines. I now find out I am 7,000 $ > poorer and the major search engines aren’t the ones retail traffic > comes from. The internet has turned out to be a major disappointment > to me. To get registered on major search engines that will actually > send qualified buying traffic the cost is 500.00 to 1000.00 $ per > month. It is another case of American economics wherein 97% of the > wealth is held by 3 % of the people. The internet is as corrupt to > this system as every other aspect of business is. If anyone has any > ideas how to get to the top 10 of google, msn or yahoo without paying > out more big bucks I would appreciate your feedback. > Thanks, > Troy
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> If anyone has any ideas how to get to the top 10 of google, msn > or yahoo without paying out more big bucks I would appreciate > your feedback. > Don’t rely upon a keyword list, make sure your keywords appear in your > targeted webpages.
An interesting observation regarding keyword reliance in webpages: My prime competitor started a webpage about 6 or 7 years ago when yahoo was still free. At the time I worked for them and the marketing guy and I used to talk about strategies for getting the webpage exposure. That was part of his job, not mine… but I always had devious ideas that these days are search-engine verboten; we may have been the first company that included the search engine keywords of our competitor’s company name and models so that anyone looking for them (they didn’t even have a website) would find us. }:-) I checked out their webpage on various search engines and discovered a wonderful thing. Unknown to them, their keyword list is not being used by the search engines anymore and while six months ago they still scored on the first page of most enquiries (through longivity alone), today they were absent. I own about 1.5% of the company so I knew it wasn’t out of business but I had to check if their webpage was even up. It was. The problem is that they don’t have anyone left with the company that knows anything about the website issues and hence they’ve surrendered a nice advantage without even detecting it. I used to snicker when I looked at their News Release webpage and saw that the last entry was March of 2000. Now they make me feel sorry for them. :S Don’t make their mistake. Make sure your keywords appear in your webpage as legitimate content. Their graphic homepage ranks a big fat zero in today’s world.