By Robert Farris, co-founder of MortgagePromote.com a
leading Internet search engine management provider to the mortgage
industry.
My potential mortgage site client, Stephen, was
breathing hard on the phone, slightly exasperated, slightly excited; He
wanted to go right to the ‘bottom line.’ Even though he wouldn’t say
it, this ‘net stuff’ was new to him and he had questions about how
successful his web site could be in bringing new loan business.
I could almost hear Stephen pounding his fist on the
desk, saying, "What is my return on investment (ROI) if I do this web
site? What do I get back? I have a successful business now, do I really
need to do this internet thing?"
I have heard it before from many clients... trying to
apply real world thinking and analysis to the virtual world of the net --
it just doesn't always perfectly translate across the two worlds. My
client was trying to know the final score of the game, before it even
started. His return of investment (ROI) question was the easy part. We
hadn't even got to the comment where Stephen would say his web site should
be ranked in the top 10…
SEARCH ENGINES AND WEB PAGES
"Let me take a look at Infoseek and see how often
your most desired word ‘home mortgages,’ is found," I said typing
on my keyboard. "OK, for today, this 1st of July, 1999, for your
phrase…" I said waiting for the cable modem to show the results,
"Ahh, interesting, Infoseek shows only 51,735,822 web
pages relevant to home mortgages."
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