One of the key elements to any successful website is being found by people who may not know you and are searching for more information about you using any of the search engines available to them on the internet.  While search engine algorithms and technology are great at trying to match a search with your message, they are constantly evolving and can be just as much an "art" as it is "science".  Being found on the first page, "above the fold", is the goal of everyone who has ever launched a website, and you'll find there are plenty of people offering services to help you achieve this success.

The value of being found is clear: you have a message and want others to find it

Your goal of launching a website was to get your message in front of other people.  Whether you're an HOA, non-profit, or charity and want a website to clearly communicate events, news, imagery, and documents, or a small business and want to attract consumers to your product and brand, you wanted to publicize your message.  Additionally, we all know how it works...rarely does someone navigate to the second or third pages of search engine results to find what they're looking for, so you have to be found on the first page to demonstrate your credibility and relevance.  This is not always an easy task and requires planning, strategy, and the right use of a variety of elements that help get your message bumped above a competitor.

There are those that know you don't have a clue:

Earlier this year, we received a notice from a company that made us think that one of the domain names we maintain on behalf of an HOA was expiring and we needed to renew it. Careful examination of the notice demonstrated to us that it was clear, it was a solicitation, which appeared like a domain name renewal notice, but was actually an offer to "register your domain name search engine listing" so our "customers can locate" us "on the web".

Now I'll state for the record, we haven't done business with this particular company, so this is not necessarily guidance as to whether or not this is a reputable company with a legitimate offer to get your website found on the internet or something contrary...we leave that to your judgment.  However, we found a few things in the notice that you should think through before ever acting on a solicitation from a company you don't know.

We've blackened the specifics, to protect all the parties involved in this solicitation, but as you can see from the body of the email notice, it looks like we need to take immediate action lest we lose something. It's all very official looking, with a lot of very well-crafted words, to get you to think that if we don't renew now, we're going to miss an opportunity...and because it's our digital presence via a website out in cyber-space, who wants that, right?!

Honestly, based on the construction and tonality of the notice, the senders are hoping, that in the course of your busy day, you simply skim the letter, see references to your "domain" expiring, and an easy way to renew.

Now while I'm sure a team of highly skilled lawyers and marketing professionals have carefully poured over each word, sentence, and phrasing, as well as spent countless hours going back-and-forth over the content and message of the notice, there are key indicators throughout the body, which demonstrate whether or not this is a real renewal notice, or just a confusing use of phrasing to tempt you into services, you don't need.  Take a look at this phrasing:

• "Privatization allows the consumer a choice"
• "domain name search engine registration"
• "search engine subscription"
• "register your domain name search engine listing"

Throughout the notice you'll find "action" language, which when not carefully read, may cause you to think you've missed a notice, in jeopardy of losing something, or won't be found when searched for:

• "This is your FINAL NOTICE"
• "will expire on"
• "it's time to send in your registration and save"
• "courtesy reminder"
• "failure to complete...by the expiration date may result in cancellation"
• and the phrase I like most is the one that infers that without this service, it might be "difficult for your customers to locate you on the web"

Now read carefully.  You'll discover words and phrases in the notice like: 

• "SOLICITATION"
• "offer"
• "you are under no obligation to pay"
• "this notice is not an invoice"
• "THIS IS NOT A BILL"
• "This is a solicitation"

While the notice informs you throughout that it is clearly a solicitation, it becomes confusing to some because it looks like an invoice to renew your domain name, but yet continually references search engines.

I guess the bottom-line has always got to be, "buyer beware".  If you receive a notice like this and you don't recognize the company or service, don't panic and don't try to contact the company who sent it for clarification or additional information.  Instead, send us an email or pick up the phone and let's chat.  We can help you determine if this is something to really get wired up about or something that should hit the circular file (your trash can for those that don't get the reference).

By the way, getting your website listed on all the search engines doesn't have to cost anything and the tools to help you understand whether or not your message gives you a credible and effective means of being found through a search engine can be free too.  Start by searching for "webmaster tools", or contact us.  We'll be happy to point you in the right direction.