Chapter 1. Build It and They Will Come: Creating Popular Web Sites

"Build it and they will come" is a wonderful line in the movies. Too bad it's usually not quite so easy in real life! True, good web content is occasionallynot alwaysdiscovered surprisingly quickly. More often, it requires a great deal of disciplined work to draw traffic to a web site, no matter how good the content of the site is.

And what is a good site and good web content, anyhow? "Good" does not mean a site with a halo! The way I use the word good in this chapter is probably circular: a site, and its content, are good if the site and its content draw traffic (or can draw traffic when suitably promoted).

If your site has a great deal of traffic, then the site's traffic is broad . Google itself is a prime example of a broad-traffic site: people use Google to search for myriad different things. But narrow, or focused , traffic can be more useful to advertisers than broad, unfocused traffic. For example, a site discussing complex ophthalmologic conditions might be very successful with targeted advertising even if it draws only a few hundred users a day. Google's traffic becomes more focused, and less broad, when a keyword search is initiated. And all the targeting in the world won't help unless you get some eyeballs.

To make money with your web site content it's a necessary (but not sufficient) condition that you have good contenteither broad or targeted at a specific niche. Content can mean information, but it also can mean other thingsfor example, software applications or jokes.

From a technical viewpoint, there are some issues about setting up a content web site so you can be flexible about the advertising you publish. Flexibility is good: to make money with advertising you need to do a great deal of tweaking. I'll explain how to set sites up so you can easily modify advertising as you go along without having to rewrite your entire site.

Google Advertising Tools. Cashing in with AdSense, AdWords, and the Google APIs
Google Advertising Tools: Cashing in with Adsense, Adwords, and the Google APIs
ISBN: 0596101082
EAN: 2147483647
Year: 2004
Pages: 145
Authors: Harold Davis

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