Search engines control access to the world’s most valuable commodity: information. So with potential for abuse by companies like Google, is government regulation necessary?

Scholar Frank Pasquale recently put forth the question: Should search engines be subject to the types of regulation now applied to personal data collectors, cable networks, or phone books? He answered it with a 60-page article in favour of search engine regulation.

However, one needs to consider Internet users can choose to use any one of countless search engines. It’s no stroke of luck Google owns more than 50 per cent of the search engine market (Nielsen//NetRatings). Google produces relevant results, and that’s why it’s the king of the hill.

But if Internet users feel Google is manipulating its algorithm and results, or determine there are better search engine results available through different service providers, Google will quickly become today’s Yahoo, which dominated the market just a few short years ago.

Whatever your view, this shouldn’t be taken lightly considering the search engine industry’s influence on our economy, politics and culture could one day exceed all traditional media combined.

Those who tap into their raw talents and passion get ahead further and faster in the ever-expanding Web world.

It seems obvious, but most web types get drawn toward immediate, short-term opportunities and wander far from their true calling.

Enter Specialization

Renew your drive by specializing in an area where you naturally thrive.

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While more business owners are recognizing the benefits of hiring professionals to compose copy for websites, confusion remains on what the following three types of writers can deliver. Here’s a brief breakdown:

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During a coffee break at a Small Business BC web writing course I was delivering this week, an entrepreneur approached me for some advice specific to his business. After discussing a couple of solutions, he sighed and said, “things take forever to set up on the Internet.”

I grinned. Just a few short decades ago, business ventures required products to be built by hand, marketing opportunities were limited and distribution could involve railroads and steamships. Such vast operations would call for huge sums of manpower and money.

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Why do so many businesses lack respect for online customers?

It’s bizarre, especially in this day and age with Internet usage and spending relentlessly on the rise. Perhaps with so many suspect websites hovering in cyberspace, even credible companies tend to lose perspective.

Maybe it’s time to start thinking of visitors as online guests. It’s a simple ‘mind shift’ that might get companies to better recognize how their websites communicate with those they intend to serve.

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Businesses are continuing to push more of their marketing budgets online.

Not too long ago, PricewaterhouseCoopers reported online advertising spending will grow faster in Canada than anywhere in the world over the next four years. Meanwhile, in the UK last year, Internet expenditures overtook traditional advertising in national newspapers. And in the US, Forrester forecasts companies will spend upwards of $26 billion on Internet marketing per annum by 2010 – approximately eight per cent of all advertising spending.

Webcopyplus conducted a poll to determine what entrepreneurs and small business owners spend to gain presence on the Web. Of the 60 polled, more than 38 per cent of businesses spend between $500 and $6,000 on online marketing annually, only five per cent spend more than $12,000, and the remaining 57 per cent spend less than $500 or less per year.

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Google will begin issuing its users cookies in coming months that will be set to auto-expire after two years, while auto-renewing the cookies of active users so preferences are not lost. This change is in response to pressure from users and privacy advocates. Google notes that users will continue to have control over cookies via their browsers.

Google will soon be introducing a new ‘unavailable_after’ meta tag to allow web masters to advise Google when a particular page will no longer be available for crawling.

For example, if you have a promotion on your website that expires on a specific date, you could use the unavailable_after tag to tell Google when to stop indexing it. The new Google tags are designed to help maintain relevant, up-to-date listings, especially for sites like eBay, so closed auction pages are eliminated from search results.

Online traffic is useless unless your website content is able to connect with visitors. If it doesn’t, there’s probably little chance they’ll return.

Relevant website content is essential to engage your visitors in a bid to turn them into customers. Here are the basics steps you need to cover to connect with your target market:

Make sure your website content is scan-friendly and intuitively accessible to make it easy for visitors to find what they want. Lean web copy and well-planned site architecture can make or break your website.

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Just over a year ago, I had coffee with a pleasant couple planning the opening of a pastry shop in the Greater Vancouver area. I asked about the basics:

Branding? A friend helped them design a logo, which was printed at home on perforated business cards. Signage? A small, plastic banner was on order. Online presence? They planned to use a free template and “throw something together.”

After explaining the need to delegate, build a professional brand and get an informative website up so vendors, such as coffee shop owners, could conveniently peruse their product offerings, they politely nodded. It was obvious they saw such costs to be unnecessary.

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