0816_TOEFL-Test-and-Score-Manual-1997

106 ● 201 Great Ideas for Your Small Business
To get started, here are some of Zarrett’s recommendations for finding
the right content management system:
Open Source (free):
Joomla: www.joomla.org
Drupal: www.drupal.org
DotNetNuke: www.dotnetnuke.com
Licensed:
Kentico: www.kentico.com
SiteFinity: www.sitefinity.com
Sitecore: www.sitecore.com
For more information, visit these CMS review sites: www.cmsreview
.com and www.cmsmatrix.org.
For more information, visit Joe Zarrett’s blog: www.verndale.com/Our
-Thinking/How-to-Select-The-Best-Content-Management-System.aspx.
GREAT
IDEA
The Truth about Search Engine
Optimization (SEO)
Sean Rusinko, director of search engine marketing for
Verndale.com, told me something shocking: there are
new ways to manipulate search engines and you better know what to do.
“In the past, we used information on Web pages, keywords, and words
hidden in texts to gain visibility,” said Rusinko. “These were called ‘black
hat tactics.’ But, since the Google revolution, it’s not the case anymore.”
Before Google ruled the universe, Rusinko said “bots” would trawl web
sites to gather information and rank sites based on keywords. Now, Google
ranks sites based on the links people use to get there. “So now the quantity
of links pointing to a web site is what determines its ranking.”
You still need keywords, but it’s more important to create a compelling
and memorable experience for your users. You do that by figuring out what
they need to know about your products or services.
The challenge is this: most small companies don’t have the financial
resources to devote to SEO. Big companies spend hundreds of thousands