internet marketing
The great news is that the search engines are free to list your web site and they are free for the Internet viewers to use. The bad news is that there are now thousands of new web sites being submitted every month; and there is an estimated 800 million web pages currently active on the net. As you may conclude, achieving and retaining a highly ranked site is going to get more and more difficult as the Internet gets bigger and bigger; 

and it is going to become more valuable in having a top ranked site.

If you do a search on a major search engine like Infoseek, this engine will return the number of web pages that contain the keyword phrase which you have searched. For example, let's take the keywords "mortgage loans." I checked Infoseek in July 1999 and found approximately 3.7 million pages with the words "mortgage loans." Every one of those mortgage companies thinks that their web site is so unique that they should at least be ranked in the top 30 in a search for "mortgage loans". 

SO YOU WANT YOUR WEB SITE TO BE FOUND?

Your company has already paid a lot of money to have a professional Internet design company build your web site. You should also remember that while these companies are very good at designing a mortgage site, they are not experts in Internet marketing and promotion ... in getting your web site highly ranked.

Your mortgage web site may have snazzy graphics, online calculators, even a nice online application form. But the number of visitors to your site isn't very high and sales are even worse. "What's wrong?" you ask. After thinking about it for a while you simply conclude, "The Internet really doesn't work." After all, you have a great site -- 

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why wouldn't people want to come?. Good analysis of problem - determining there is something wrong - but you have reached an incorrect conclusion. You need to have access to a few tips with regards to being found by the search engines -- the "structure" of your web page is more important than the visual aspect of your site.

ESSENTIAL WEB SITE ELEMENTS

What many online businesses don't realize is that there are two essential designs to every properly functioning web site. First the art and visual components which is the work that everybody sees when they visit your site. And second, the web structure and underlying layout that supports your visual design which allows your Internet visitors to find you via the search engines. This structural component is not entirely visible as much of it lies in the coding of your web sites language; hyper text mark-up language (HTML).

Your visual element is what makes your Internet presence unique. It is what conveys the image you are attempting to communicate to mortgage clients. You have spent a great deal of time and money creating the perfect site; but probably haven't spent much time ensuring your web page is found. 

Current research reveals that over 90% of Internet users do not go past the first 30 search engine results. In other words, if you are not highly ranked... no customers will ever find you.

Another important and overlooked way customers will remember (and be able to refer) your web site is by securing a professional sounding and memorable internet domain name. In order to fully harness the marketing power of your unique domain name, there are few important factors a company has to consider.

INTERNET DOMAIN NAMES 

Each and every month over 175,000 internet domain names are reserved. That is almost 6,000 names per day, every day. How do you go about making sure your company's web site name is recognized and found from the millions of domain names already in existence?

Your company needs to effectively compete or you will continue losing market share to the major Internet lenders. According to the Wall Street Journal, Internet mortgage originations was $4 billion in 1998 and is projected to explode to $250 billion by 2003. And within these 4 years, over 25% of all mortgage transactions are anticipated to be completed over the Internet. Current research indicates there are currently 150 million Internet users with an average family income of $60,000. The growth of the Internet is exploding and is expected to double to 300 million Internet users by the end of year 2000. 

Your company needs every Internet promotion and marketing technique to allow potential customers to easily find your web site. 

One powerful way to help stand out from the thousands of other mortgage web sites is to have a professional sounding and easily remembered Internet domain name. The wrong domain name selection can cost your company thousands of lost dollars everyday. 

HOW TO SELECT AN UNIQUE DOMAIN NAME

Let us analyze what is happening in the "real world". Domain names have their own social class built into place. There are the most desired extension (*.com); and then there are all the other extensions (*.net, *.org, *.cc). Validation of this is evidenced by the newer versions of Internet browsers.

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