The Net Impact Roadmap

Some of the team for The Net Impact is  headed to the airport now.  Six of us responsible for client’s accounts are attending the Search Engine Strategy Conference in San Jose.  In my many years of sales and marketing management, I have never seen an industry where knowledge, and at that “current knowledge”,  is as much the currency of the  business as it is in search engine marketing.  Here, you’d better learn or you’d better go do something else.  In prior lives an entire team of mine has attended trade shows to purchase or sell goods for the next season.  In this business we are investing in what it will take to “purchase” knowledge.  And really not just knowledge but literally “disposable knowledge”.  What we gain from our exposure to other firms and new technologies may have a lasting shelf life, or it could all be worthless in six months.

The hardest aspect of our business to explain to others is this issue of meeting and competing on the web only at the most current level of knowledge and capablility.  The “constantly temporary” or ever-changing aspect of this business means that staying the same means falling behind.  We have several customers who after reaching serp page one have seen their rank under attack by competitors who have copied our approach or found an equally strong way to battle back.  What I love about our team is the, “Bring it on!” attitude they take on when that happens.

That’s really the addictive aspect of this business.  It is a constant competition where you can look at your results every day (if not every second)!   You succeed through effort, skill and “current” knowledge.  So here’s to San Jose.  May there be lot’s of intriguing information that generates new ideas and helps us better drive more business for our clients.  Even if we can throw most of what we learn away in six months.

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Today’s marketing challenges require unique teams of people working together in a way that would have been seen as heresy just a few years ago.  To effectively drive a brand or push for more market share, more and more firms are seeing the need for experts from various marketing disciplines to join forces and accomplish their mission through collaboration.

TNI just minutes ago finished a very interactive conference call with a team of people put together for the express purpose of winning a large multimedia marketing project.  On the call were creative, business development and brand strategy specialists from a major national marketing agency, two industry experts acting as consultants and two representatives from our firm, The Net Impact.  The agency team has their most important role of creating the pitch, coordinating materials and planning all of the off-line events and media placement.  The industry experts bring to the table what their name implies.  The Net Impact was on the call not only because we had worked successfully in the past to support the agency’s efforts, but also because the prospective clients wants to make 2009 the “Year of the Internet” for their marketing push.

To address this challenge, our online marketing team created a strategy to share with the group encompassing SEO, PPC, optimized press releases, advertorials for online media, email-newsletter campaigns and  social marketing all founded upon a web analytics approach that could demonstrate ROI.  We heard from the agency that “measurability” is going to be a key factor for this client.  How perfect for the web!  This client is more than a thousand miles away from our St. Louis home yet we will be as close to their statistics and performance as if we were in their office.   More importantly, our motto of “transparent results” means that the client and our partners in this collaboration will equally be able to measure web results 24/7/365.  You have to be confident in you ability to allow the entire team to grade your performance.

It’s exciting to be part of a campaign with other experts each sharing their main area of skill and experience in such a manner.  “Collaboration for a win,” where the client benefits and the various players contribute their efforts to the plan is clearly superior to the “Let one firm do it all” approach that most represents the past.  Indeed, why more clients don’t demand that each aspect of their campaign is managed by a recognized authority in that arena is a mystery.  Getting the win for the client is what counts.

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Microsites can be a great opportunity to market events, promote new products or services, or support an advertising campaign. A microsite is a marketing driven website designed to deliver a particular message to a targeted audience. Microsites are generally fewer pages than a company’s primary website, but often microsites can be just as complicated to create as a traditional website because there is often more user interaction through forms and surveys designed to capture user feedback specific to the campaign.

One advantage of creating a microsite is that they make tracking conversions much easier because statistics can be gathered separately or tracked through links into your main website and flagged as a result of the marketing campaign. For example, we recently designed a marketing microsite with TricorBraun for a new ad campaign they are running called “Call TricorBraun.” The advertisements in this campaign directed visitors to a unique URL www.calltricorbraun.com where the marketing microsite was set-up. A unique URL is another advantage of a marketing microsite because all traffic can be directed to a URL that is specific to your campaign or event. This URL should be easy to spell and remember so that individuals who see your ads or hear about your product or event can find your site easily. The Call TricorBraun microsite was designed in the image and likeness of the print ad, so that visitors associated the site with the advertisement. A microsite gives you the flexibility to try a layout and design that may differ from your main site, but may be more conducive or specific to what you are promoting on your microsite. The Call TricorBraun microsite design also included survey and contact fields to collect customer data. Upon completing required fields the user was directed to a specific landing page on the primary TricorBraun website depending on survey responses.

Marketing microsites can range in size from one landing page to a couple of landing pages and a contact form, survey or order entry form depending on how much information you want to collect. As a general rule, a marketing microsite should be fairly concise. Remember this isn’t your main website. This website only needs to have information that is pertinent to the marketing campaign. Because this website is built for a marketing campaign or event it will also have a much shorter life span, so once your event is over the microsite has served its purpose.

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What is your web strategy? Does your site need to generate sales leads? If so, how is it working? Do you know the basic metrics for traffic and conversion? How about more advanced metrics such as conversion by entry page or conversion by search term? How many clicks to conversion? How many bounces off of your “contact us” method without hitting submit? Did you know that all of these metrics can be measured, alternative methods can be tested and you can improve both traffic and conversion?

Start with a Traffic Based Design™

Anyone familiar with The Net Impact knows our approach to building web navigation and thus generating traffic to a site is called Traffic Based Design™.  The very simple principle behind this strategy is the identification of different web audiences that may be interested in your company and then to create a web plan that will lead each segment to the proper page on your website based upon their search.  What they search for is what they want.  So, why not quickly give them what they want?  In a non-lead generating example: posting job openings for your firm on your website is an inexpensive and effective way to generate resumes.  If a viewer is looking for a position with your firm, you want to make the application process easy.  Provide a page devoted to employment opportunities and make it visible and obvious for navigation.  It also might be helpful to allow them to easily print the job description, upload a resume and fill out a contact us form related to the job.  Why not even post a phone number and hours to call for inquires or add the popular “e-mail to a friend” option, especially since the “friend” could be the individual’s personal email address if he or she is searching from a computer at their work.  Makes sense right?  This would be a simple approach, post your jobs, let searchers find them and then make it easy for them to apply.  The information should be obvious and the path for engagement clear.

Making it easy 

If making it easy for the job applicant is the best approach, then shouldn’t making it easy be the general rule for the business prospect as well?

Well, let’s put this plan into action. Say I operate a manufacturing company. What kinds of business needs would I want to satisfy through my website? Here are a few that you might consider:

• Employment opportunities and hiring as we discussed above.
• Upcoming events and trade shows we will attend.
• Company information, press releases and news of interest.
• Product and services, especially new product or service, information.
• White papers and technical information that will help me establish industry authority.
• Case studies or examples of how my product or service solved a problem.
• Location and contact information.
• Client or distribution partner account and service information
• Employee Intranet for private communication.
• Privacy policy….. and oh yeah…
• A way for prospects to contact us.

 All of these are valid uses for your website. Do you notice though how the application of these pages and tools will have unique appeals to different audiences? Your HR communication through an employee Intranet can certainly be enhanced through web-based time keeping, insurance information and company wide information distribution. But this is not where prospective clients will want to go.   Your current client or distribution partner account and service information is a great use for a site, if these viewers are already customers. Finding new employees with on-site employment opportunities also is a great use. But none of these help you generate new leads from new customers.

What pages of your website will generate the most leads?

Highly defined and very specific pages devoted to your products and services (think search terms) that also provide the right amount of technical information, case studies (testimonials) and a very clear cut call to action will undoubtedly bring you the most leads. Notice I did not say your “home page.” The more competitive the search engine marketing world becomes, the more important it is to build individual landing pages that are specific to your individual products and services. Your home page alone cannot compete with your competition’s pages built for product or service specific searches. Your home page is for those customers that already know you, it is built to establish industry authority and display your “trophy case” of awards, successful projects and credentials.  As far as new search engine driven traffic is concerned, only the very broadest of searches on keywords are important. Your other landing pages, built for specific areas of your business, will bring you more raw searches from longer tail search terms and thus, better leads.

What lead generation elements need to be on a page? 

Standards are going to vary from business to business, but think about it this way.  One function your website should serve is as your worldwide 24-7 411.  When you dial 411 what do you want?  A long message?  An ad?  No, you want a phone number!  You need an address!  You are looking for the quickest and easiest way to contact the people you are searching for!  That’s why you dialed 411; you want information you don’t have.  When prospective customers come to your site, how quickly can they get in touch with you?  Is your 800 number at the top right of the page or in another position that is clearly visible?  It should be if you want them to call you.  Is your address easy to find?  It should be if you want them to visit you.  Are your calls to action obvious and working whether they be “contact us,” “click to call” or “quick quote”?  They should be if you want them to contact you.  Again, making it easy works.

Five “must” guidelines that generate leads from your website:

1. In order to maximize leads, you need to know who you want to bring to the site.
2. You must know how to bring those specific viewers to the site.
   • A great on-site approach includes the right content, keywords, titles, description and other content efforts.
   • It also means information of value, events, tools and industry calendars..literally something of value to the viewer.
   • For off-site efforts that means press releases, PPC, posts to industry blogs and even traditional advertising as examples.
3. Once you bring them to your site, you must provide them with defined paths that lead to conversion (click submit) with as few additional clicks as possible and, very importantly, no dead ends.
4. You must also provide them with very clear and user-friendly calls to action.  What makes a prospect click?
5. You must measure results (web analytics), test new approaches and continuously refine your calls to action.  Constant refinement means constant improvement.

Simple enough to understand right? But the devil, as always, is in the details. Through good advance planning, analysis of your web analytics and a commitment to refine your approach, you can turn your website into a marketing monster.

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“I have a website, now what?”

“I really don’t understand what my website should be doing for me.” This statement, from a successful manufacturing company owner, was made during a recent “Introduction to Web Marketing” seminar held by The Net Impact. “I know it’s up there and I’m proud of it I guess, but what is your website supposed to do for you?” This comment caused a lot of conversation in the room and opened the floodgates to similar comments.

“I have a website.” another business owner said, “I just don’t know if it’s bringing me leads or not.” Another person joined in with, “I seem to be slipping in the rankings as well and I’m not doing anything different. I think this is affecting my lead flow. What can I do about it?”

How many firms have the same questions? From this encounter and similar concerns raised in other seminars, I would have to say quite a few. Most firms we see at our seminars have a website that is three to five years old. Many times this is a second or even third generation site that replaced an older or original site. Interestingly enough, the most often cited reasons for these “next generation” website efforts usually have nothing to do with marketing! Business owners in many cases dramatically change their website or build it all over again mainly because of a change in their core business or because they simply don’t like their old site. With the notable exception of e-commerce sites, sales and lead flow had little to do with their reasons for the creation of a new site or their selection of the web development firm that produced it.

Website cost vs. website return on investment

Many businesses are mistakenly more concerned about the “cost” in building their new site than they are in how they will maximize their ROI from the site after it’s online. The reason behind this is pretty basic. It is almost always easier to control a checking account than it is to develop an effective revenue strategy. Thankfully this, “I got a deal.” approach to evaluating the value of a website has been changing to, “I made a good investment.” Increasingly firms are understanding that their website should perform, it should generate revenue and thus be considered a business expense rather than simply a one-time  outlay of capital.

Over the past two years we have increasingly heard concerns about a site’s marketing impact, lead flow and search engine placement. Why? The old standby methods of generating business and their primary approach to advertising for many of these firms; direct mail, print media and yellow pages ads, are rising in cost while at the same time they decline in effectiveness. Business owners now more than ever realize that their website holds great potential and performance is a necessity. Yet most firms simply put, have a website and are now realizing they need a web strategy! We see this changing environment regularly in our seminars. The main questions business owners ask us as they start to re-evaluate their web approach are:

1) What is my website supposed to be doing for me?

2) How can I tell if it is doing this (in example: providing leads)?

3) What needs to be in place to measure results?

4) What efforts are required to improve performance?

5) How do I determine my return on the investment I have made in my site?

These are all great and common questions that reflect symptoms of not having identified a strong web strategy. In these next few posts we will address these questions starting with, “What is my website supposed to be doing for me?” This leads us into a discussion of differing web strategies.

Determining your “Web Strategy”

Deciding the desired functionality for your website and thus the major part of your web strategy can be challenging. There can be an irresistible urge to “keep up with the Joneses’” or in this case “Joneses.com.” Some firms create sites that are way over the top and overly developed for what are really their genuine business needs. Like office space, an elaborate and expensive website is not always a guarantee of success. We urge clients not to let corporate ego or peer pressure determine their approach to the web. At the same time, without advance planning and market awareness, an underdeveloped site will cost you business and stature. As in most strategic planning, it is best to start with the end in mind.

What do you want your website to do? Not really that tough a question, the tougher question is how to accomplish that.

Today we will start with a most basic use for your site:

Is your web strategy fairly simple? Do you just need your website to reinforce your business card?

You are of course aware that after an introduction at a conference or frequently even prior to a sales call, many prospects will call up your website to learn more about you and your organization. If your business is face-to-face, your approach is personal and your market local, then your website may need to do no more than provide a source of information supportive to the “elevator pitch” you just delivered to that new acquaintance or prospect from the conference or other chance meeting. A site built for this purpose should be simple and informative but also should be authoritative for the decision maker you are about to approach with an idea or service.

If this describes your business, then following these guidelines may be enough.

• Keep the information simple - viewers want information about you and your services. They will go elsewhere for the weather, time, entertainment, inspirational messages or stock quotes. Give them exactly what they want.
• Keep the design basic - no one wants to see marching monkeys, flashing pictures or burning logos. Just because your developer can do something clever, is not a good reason to do that something clever.
• Keep the site current - information must be accurate and up-to-date. As importantly, feature your contact information, phone number included, prominently on the site. Don’t make prospects dig deep to find out how to talk to you. Also, it is very inexpensive, even free, to have an email service provider on board to provide that important stan@stantheexpert.com vs. stantheexpert@hotmail or other less impressive email address. And for all of our sakes, watch it with cutesy email addresses. You really don’t want to be remembered as ladiesman@yahoo or something similarly distracting do you?
• Make sure your site works - How does your site look in Firefox, IE7, Safari or on an iPhone? Do your links work? Is your “contact us” form in good working order? Simple, up-to-date and functional are the basics.
• Don’t be afraid to be authoritative - are you an expert? Tell us! Publish this on your site. “What do you know and how will it help me?” is a question that needs to be answered for a viewer.
• Use web analytics tools - even a simple site should be measured for effectiveness. What pages do viewers visit? How long are they on the site? Where do they come from? All good things to know.

This simple, user-friendly, authority site need not be overly expensive. If you stay local and do not need the search engines to bring traffic to your site, you can make periodic changes to the site as needed for very little expense.

So, let’s put this strategy to the five question test above.

1) What is my website supposed to be doing for me? In this basic case, represent my business in a professional and authoritative manner for prospects and partners who check us out online!

2) How can I tell if it is doing this (in example: show credibility)? Be proud of your site! Ask clients and prospects if they have seen your site. Did they find the information useful? Make your site the springboard for a face-to-face description of products and services.

3) What needs to be in place to measure results? A simple web analytics tool like Google Analytics can be quickly installed for free. Though far from perfect, it will give you general information about your traffic and visitors. It also has great help screens.

4) What efforts are required to improve performance? In this case, very little. Make sure your information is accurate and up-to-date. Keep articles and information on services topical and current.

5) How do I determine the return on my website investment? It is hard to totally evaluate the return in this case on a minimal web investment since you are not trying to generate leads just as it is complicated to determine the cost of not having a website.  Prospects and partners want to find out about your business online. The site then should give you peace of mind that your firm, regardless of size, is well represented online for referrals, prospects and recruiting. Use your online information as a springboard for launching into a sales meeting.

In our next post we will discuss a more complicated strategy.

Generating Leads. Does your website need to do more than support your face-to-face meetings? Do you need to generate leads on a regional or national, even international basis? Does your livelihood depend upon lead flow? Now we are starting to add some traffic-building aspects to the site!

Watch for the next post for a thorough discussion on this strategy, or sign-up for The Net Impact Roadmap and have the most recent posts sent directly to you!�

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Previously, we looked at several open source content management systems that are widely used. Those are great options unless you have a Microsoft server. If that is the case, what are your options?

Here are two options for you to look into:

Dot Net Nuke

Dot Net Nuke is an open source dot net content management system, and like the other content managements systems, has some nice add-ons. Dot Net Nuke has an easy-to-use interface, but it can be buggy when you try to implement your own custom design. Still, it is extremely popular and has lots of ability if you are constrained by or are sticking to the benefits of a dot net machine. The most current release of this freeware like many others is sometimes referred to as the “bleeding edge”. Tackling new releases is not for the unskilled or time constrained developer.

Master Pages

My limited personal knowledge of the technology that goes into master pages, server side includes and the like prevents me from going into further detail about how these technologies work in that respect. We can always engage the tech team here at TNI for that dialog. The point is that implementing master pages is an easy way to save yourself a headache in the future.

The overriding concept and purpose behind master pages is simple: Create one “master page” that controls the border of your web page and only fill-in the middle, content portion of the page individually. Content management systems allow you to do much of the same thing, but with master pages you have the ability to edit actual static page files. For any web site with more than a few pages, this is a great option.

The rate of change required for a website to be considered “current” continues to dictate a shorter and shorter refresh cycle. Because of the need for fresh content and in other ways, up-to-date site features, more and more businesses of all sizes are looking to web solutions like the two above in order to allow new information, graphics and even pages to be created by someone other than the IT team or Webmaster that will still reflect the same brand strategy and maintain the standards in place throughout the rest of the site. Making website updates with relatively the same ease as a blog post looks like a highly desired attribute that businesses will increasingly have on their checklist.

Significant contribution to this post by S Trachtman.

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“Build it and they will come.” Really?

“Build it and they will come.” is a great movie line. It is also is a recipe for Internet disaster. Replace that phrase with, “Build it, make it informative, make it useful, keep it fresh, help them find it, get others talking about it, keep it interesting, get a lot of high quality links…and they will come. Unless, by the way, some other firm in your market space does all of that better.” Oh and don’t forget, “Building it tomorrow may be different than building it today and will be different than building it next year.”

The same is true for “Marketing it.” Anyone who works in the SEO industry knows that getting the “prime” key words for a site onto page one can be grueling. This is literally the top ten list. Your website earns its placement only by being better than the competition. This top ten list changes constantly as a new savvy player enters the space and old players become complacent. To be on page one for organic search in a competitive marketplace requires consistent thorough competitive research, technical correctness, fresh content, links from other authoritative sources, outbound marketing and market awareness. It’s a full contact sport.

Blogging for Traffic and Internal Benefit

Increasingly that sport includes social network site marketing as well. As an example, over the past six months we have created numerous blogs for our clients. These have been both for integration into their website and stand alone blogs that relate information about their company or a particular aspect of the firm that had its own story to tell. The resulting SEO improvement from the links and fresh optimized content has been consistent. In addition, when done properly, the new blogs will create great enthusiasm and excitement within the organization.

Social Marketing Examples

In another instance a client site has experienced a large increase in links and thus traffic from some effort in working with Del.icio.us and Stumble Upon. Stumble Upon in particular brought in unexpected traffic generated from Western Europe. The truth is, with social marketing, you genuinely do not know what will roll in with the tide of traffic. But through careful web analytics patrol and review, you can discover marketing gems that are delivered to your doorstep to nurture and improve. “Build it and they will come.” I really wish that were so…but then, what fun would that be?

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“Why can’t I just buy a $99 per month package and be number one?”

Every week The Net Impact team runs into a discussion regarding SEO packages offered by other SEO firms. The conversation usually begins with “Why can SEO Company A offer us a SEO package that promises to deliver results for $99 per month while other firms, like TNI, only offer custom solutions that are higher in price?” It is a fair question to ask. One that is not easily explained without first educating our prospects a bit on what SEO really is, or maybe better stated, what it has become. Once upon a time SEO solely meant, to most providers, developing site-appropriate meta data, keywords and submitting to directories. When the bar was lower for most firms competitively, then it was possible for an automated program or an unassociated third party to simply follow a routine and achieve some results. Also, some years ago, there wasn’t the appreciation of how powerful the Internet had become as a marketing tool. Firms did not yet realize that the search engines had become so entrenched into the daily lives of individuals. With those points in mind we now fast forward to 2008. Today, developing a website or operating a website meant to market your services or product without taking organic search and other traffic generation marketing efforts into consideration is, for lack of a better term, marketing suicide. Yes, there are still sites strictly built to support a professionals business card. If your networking is all local and you do not feel the need to drive extra attention to your business then perhaps a GoDaddy hosting account and a Web Site Tonight template could be exactly what you need. No argument. For any firm though that is embroiled in a competitive marketplace or wants to bring in more recognition this solution, without a lot of web-savvy support, just won’t fly.
What should I look for in a SEO service?

Let’s start with the obvious. See how your potential SEO service provider does for their own firm. Do a search on, “Search Engine Marketing firm City” or use your state if you prefer. See if they come up on page one. I absolutely throw out the argument that their SEO service is so busy taking care of customers they cannot do justice to their own site through their own effort. Really? We use our own site as a “test tube” for SEO on a regular basis. Only by continuing to quest for advancement can you achieve superiority.

Next, want to see their site (or your site) as the search engines do? There are many tools available for this test, try out this tool. SEO-Browser.com Or, you can download the Google toolbar to your desktop and check things out. There are way too many other “tools and toys” to mention. The fact is, you have ways to investigate.

Other steps are pretty common sense. Ask for references. Don’t just read testimonials. Review their client’s sites. Do their clients face the same level of competition your firm faces? There is a big difference in the way you would market a national sales automation firm vs. a local plumbing supply firm. Both need SEO, but differently. Interview the SEO firm. Ask tough questions. Ask about their process. See if their past experience matches your needs. Will they require any information from you or is this an automated program? Remember, your competition is product, service, region and keyword specific. How can they exclude you from that process and achieve results?

Finally, weigh your investment. Is this a closed-end package that ties you up for a year or more or are their services month to month? Do they seem eager to sign you up without ever knowing your circumstances? Like any good relationship, you have to feel comfortable that your energy will be well spent as well as your cash.

Make the selection of SEO support more than just a price proposition. Consider the decision based upon the desire to be on page one!

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For years now The Net Impact has been working with clients on the slow and painful process of getting competitors and just plain “traffic trap” sites to stop using trademarked names and terms. In some cases webmasters have inserted competitors names and products right into the titles and descriptions of landing pages engineered to steer searchers to their site rather than the intended destination. E-mails, threatening letters and phone calls from unleashed attorneys can eventually have impact but that is all corrective action after the fact. In some cases the lost sales or even worse, the potential brand confusion that can occur during the misuse interim can be substantial.

This particular “Wild, Wild West” frontier of the web may be coming to a close. According to an April 8th post in Search Engine Watch by Frank Watson titled, Others’ Trademark Terms in Meta Tags Illegal: Georgia Court Rule, there finally may be some definitive standards being put into place. Frank does a great job of defining the issues in this particular case so there is no reason for me to repeat those. From a white hat perspective, all SEO firms have known that this practice was unethical if not defined yet as illegal. Still there were times when a site owner found their site in competition for their own brand with interlopers. This being a state court ruling of course means that we could be 49 decisions away from a standard. Trying to nail down web legalities to physical borders is at the basic level very messy as we have seen in a wide variety of issues including online sales tax, wine sales, privacy, spam and the ADA.

Also to be interpreted (or misinterpreted based upon your side of the courtroom) still are issues related to very generic trademarks. Frank Watson points to the term “Kleenex” in his blog. Eric Goldman in a July 5th post last year titled, Google Subpoenaed for Keyword Purchase Data–Rhino Sports v. Sport Court directly displays how the trademarked term as a common use term issue can become very litigation friendly and involve parties large and small. Google seems to frequently find itself embroiled at least in the headlines for this type of case. Sometimes maybe it’s not so good to be the king.

We will undoubtedly see additional rulings in this arena very shortly. In the meantime, The Net Impact aggressively searches the web through automated (such as Google alerts) and manual efforts looking out for our clients and of course our own growing brands. Like every other element affecting Internet marketing, this one will continue to require study and vigilance. The Wild, Wild West may be getting a little tamer.

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Back in the early days of the Internet, banner ads and pop-ups were all the rage.  In fact, companies would spend outlandish amounts of money on these sorts of ads. 

Banner ads are still popular, but advertisers are using better judgment in the prices they pay, as well as the creative and marketing messages that they are conveying.  Banner placement and size, in particular, is more advanced and well thought out than ever before.

While the trend in the early days was top and side ads, now the 300×250 medium rectangle ad is king.  This ad, as seen here from a Google AdWords sample, fits in well with content.  At the same time, it is unobtrusive within the content compared to other ad sizes.  The price of these banners can be as much as double that of the top banner ads on a web site. 

Why?  Simply put, readers are more likely to click on these ads since they blend in with the content.  Therefore, this is a premium positions that advertisers and those web sites selling advertising covet.

If your web site is advertisement based and you have not implemented these 300×250 ads, it is certainly a good idea to do so.

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