Velnet Blogs – Internet Related Blogs

By Kalena Jordan

Search engines read text and not much else. Because they can’t generally index graphics, search engines rely on the text in web sites to provide information about the site content, which they can compare with search queries.

Webmasters therefore need to use body text on any pages on the site that they want indexed by the search engines and ranked highly for matching search queries. Not graphical text that was created in design software, but actual, visible body text. Not sure if your site uses graphical or body text? A good rule of thumb that I learnt from search engine guru Danny Sullivan is to try and highlight the text with your mouse. If you can drag your mouse over individual words in the text when viewing it in a browser, chances are this is body text and the search engines can read it.

Figure 1

http://www.searchenginecollege.com/articles/uploaded_images/SEunfriendly1-726752.jpg

Figure 2

http://www.searchenginecollege.com/articles/uploaded_images/SEunfriendly2-749967.jpg

The most important page on which to use body text is the home page. Above is an example of a home page that uses graphical text instead of body text. Figure 1 shows what content the site visitors see, while Figure 2 shows the content a search engine sees and indexes.

How much information about a site’s content does a page like the one above provide a search engine? That’s right, very little. With next to no text to be found, the search engine would have to rely on the page’s Title and META Tags to tell it what the page is about. With such little information to go on, it is unlikely that a search engine would consider this page a relevant match for search queries relating to its content. To remedy this, it is widely recommended that each web page you want listed in search engines should contain at least 250 words of visible body text.

Keyword-Rich Text

While it’s a good idea to use plenty of body text on web pages, if that text doesn’t contain relevant keywords and phrases that people type in to the search engines, there’s not much point, because a site isn’t going to be found for logical search queries anyway. Many web sites make the mistake of including text on their site that is either unrelated to their products and services, or full of marketing-speak like “Internet solutions” or “superior services”. The Internet is plagued with web sites selling particular items without once making reference to those items in their site text. Weird huh?

For a search engine to find a site relevant for a particular search query, it MUST find that search query somewhere in that site. The easiest way to ensure this is to include logical keywords and phrases within the visible text on web pages, as well as in the Title and META tags. The best way for webmasters to find keywords that searchers are actually using is by conducting keyword research of their target market on a site such as Keyword Discovery or WordTracker.

Once it is determined what search terms perspective visitors are commonly typing in to search engines, they can then be compared to the goods and services offered on the site and the body text can be adjusted accordingly. Sites lacking any keyword research tend to use very generic, unfocused body copy, or sales-oriented “hype”. Neither style contributes to high search engine rankings.

Target keywords and search phrases placed strategically throughout your body copy give your pages a much higher ranking potential on search engines for related searches. But it’s not as easy as throwing the keywords into your site text willy-nilly. You must ensure that the keywords are integrated seamlessly so their repetition is unobvious and so that the text flows smoothly for the reader.

Don’t compromise the readability of your copy to achieve this – hire an expert copywriter to strike the right balance if need be.

SEO Copywriting

Before writing your web site copy, you should research potential keywords and phrases that your target audience may use in search engines and then narrow the list down to your priority terms for each page, sorted in order of importance. You should then use those target search terms as a basis for the creation of optimized Title and META tags for each page on your site. Once you’ve done that, it’s time to integrate those same target search terms into your visible web page copy. We call this SEO copywriting. But exactly how do we do it?

Speak to Your Audience

Don’t lose site of the reader when writing your body copy. Integrating your keywords is important, but not if you are sacrificing the readability of your site and losing the attention of your audience. Put yourself in their shoes like you did when researching your keywords. What are they looking for? What do they need? How will your product/service help them? Does it represent value for money?

Be emotive when describing your products and services. Describe how your product/service will make them feel or look, how it will improve their lives, give them more time etc. Use trigger words that people respond to such as “free”, “success”, “you”, “cash” etc. Not sure what these are? Check out Words That Sell reports. These reports are perfect if you are targeting a specific industry or profession because they define what keywords people in over 38 industries respond to and what they expect when making a buying decision.

Not sure who your audience is or what they’re looking for? Why not ask them? Use a free survey service such as Survey Monkey to learn more about them so you can write “to” them and not “at” them. You could even draft various styles of body copy and obtain feedback from your site visitors to determine what copywriting style works better for them.

Use Easy to Understand Language

The Internet is no place for verbosity. People are in a hurry – they want to find what they seek quickly and easily with the least hassle possible. You can help them in this quest by ensuring your site pages use simple language and easy to grasp concepts throughout. For example instead of “brand-building web information architects”, use “website designers specializing in brand promotion”. Keep the large chunks of text on each page to a minimum, using bullet points, white space, graphics, lists and sub-headings to break it up and make it easier to read. This rule of thumb is especially important when creating landing pages for pay per click and other advertising campaigns.

Use examples to get your main points across or to demonstrate your product benefits. Use the old WIIFM (What’s In It For Me?) adage when composing your body copy to keep the user’s interests at top of mind. Remember your international visitors by incorporating regional word usage (such as organize versus organize or jewelry versus jewellery) and avoid technical jargon that could alienate. Want your visitor to take a particular action? Spell it out for them in plain English, for example Click here to Buy Now, Subscribe to our free newsletter, Bookmark this page now etc. These references are called “Calls to Action”.

Build Your Copy Around Your Keywords

You should always build your page copy around your keywords and not the other way around. If your existing page copy doesn’t contain any of your target search keywords, you’re going to have to rewrite it! Start from scratch if you have to. The secret is to focus. Search engines aren’t going to rank your web site about socks highly if your body copy talks about foot sizes. You need to get specific. It sounds really obvious, but if you sell socks, make sure your site copy has plenty of references to the word socks! If you sell green wool socks, target the phrase “green wool socks” and not “foot apparel in lovely shades of emerald”! Who’s going to search for socks using that phrase?

At the risk of sounding like Dr Seuss, if you want to be found for, big socks, small socks, cotton socks and wool socks, then mention them all. Better still, sort your copy into categories based on your various products and services. If you sell wool socks AND cotton socks, then have a page dedicated to each kind. This allows you to target niche keywords within your copy and meet the search engine’s relevancy guidelines for related search queries.

Keyword Integration

So imagine you’ve added plenty of text to your pages and the copy flows well for the reader. You’ve researched your keywords and phrases and now you’re faced with the dilemma of integrating the keywords into your copy. So how do you satisfy the search engine’s craving for keywords without interrupting the copy flow for the reader? The answer is: very carefully.

Let’s take a look at a practical example. We have a client that specializes in luxury adventure travel. Before I optimized their site, part of the home page copy read like this:

“We specialize in providing vacations for people who want a personal service. We bring to our efforts a fanatical obsession with quality and exclusivity. We also bring a freshness, an outward-going passion for discovery which justifies our growing reputation as one of the world’s top travel providers. We can put together packages that include all adventure activities, accommodation, transport and food”.

Extensive Keyword Discovery keyword research for the client had determined that the site should target the following key phrases:

• adventure travel
• best adventure vacations
• tailored travel
• overseas adventure travel
• luxury travel packages

So taking our original home page text, the challenge was to integrate these keywords carefully and naturally so as not to disturb the logical flow of the copy and lose the interest of the visitor. Here’s how I did it:

“We specialize in providing the best adventure vacations for people who want a personal and tailored travel service. We bring to our efforts a fanatical obsession with quality and exclusivity. We also bring a freshness, an outward-going passion for discovery which justifies our growing reputation as one of the world’s top overseas adventure travel providers. We can put together luxury travel packages that include all adventure activities, accommodation, transport and food”.

Note that the key phrase “overseas adventure travel” accommodates the phrase “adventure travel” too. Voila! The search engines are happy because the site contains text content relevant to related search queries, the client is happy because we were able to integrate the keywords without distracting the visitor and I’m happy because I know the site is going to rank highly for the client’s target search terms.

Now it’s your turn – go tackle your web site copy!

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About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College – an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects

By Kalena Jordan

In Part 1 of this article, I defined Title Elements and META Tags and took you step-by-step through how to create an optimized Title Element. Now it’s time to create your optimized META Description and META Keywords Tags.

Create Your META Description Tag

Now it’s time to create your optimized META Description Tag.

Take your list of target keywords and phrases and open another text file. Again, you can use an existing sample META Description Tag as your template. Let’s say our existing description is:

[META name="description" content="Miami Florists create beautiful floral bouquets, arrangements, tributes and displays for all occasions, including weddings, Valentines Day, parties and corporate events. Deliveries throughout Florida."]

You can make your META Description Tag as long as you like, but only a certain portion of it will get indexed and displayed by search engines. According to Danny Sullivan in his article How to Use HTML Meta Tags, 200 to 250 characters of the META Description gets indexed but less than that gets displayed, depending on the search engine. So you want to make sure all your important keywords are listed towards the start of the tag.

Now take your list of keywords for the home page in order of importance. For our fictional florist these were:

- florists Miami
- florists Florida
- wedding bouquets

Now you need to create a readable sentence or two describing your web site and incorporating these keywords so they make the best use of the keyword real estate available.

Because search engines often display the contents of the META Description Tag in the search results, it is very important that your sentences make grammatical sense and are enticing enough to encourage readers to click on your link. Let’s start with:

If you’re seeking a florist in Miami Florida, Funky Florists create unforgettable wedding bouquets, floral arrangements, tributes and displays for all occasions.

Ok, so that’s around 150 characters long and gets our three important keyword phrases included. But it’s a bit bland. We need to add something to entice the searcher to click on it. How about:

Order online for a 10 percent discount!

So now we have the following completed META Description Tag:

[META name="description" content="If you're seeking a florist in Miami Florida, Funky Florists create unforgettable wedding bouquets, floral arrangements, tributes and displays for all occasions. Order online for a 10 percent discount!"]

Our new tag is optimized for our keyword phrases, it’s around 200 characters in length, it describes our site accurately, it speaks to the reader and it (hopefully) entices them to click on the link and view the site.

Create Your META Keywords Tag

We’re almost there. Now it’s time to create your optimized META Keywords Tag. Let me stress here that this Tag is quite unimportant in the grand scheme of things. Not many of the search crawlers even support it any more. You can see which ones do on this page. If you have the time and you really want to create META Keywords tags for your pages, then go ahead, but if not, then leave them out of your code altogether. This tag will have very little impact on your overall SEO campaign.

Assuming you do want to create a Keywords tag, take your list of target keywords and phrases and open another text file. Again, you can use an existing sample META Keywords Tag as your template. Let’s say our existing Keywords Tag is:

[META name="keywords" content="flowers, roses, weddings bouquets, florists, floral arrangements, flower deliveries, Valentines Day gifts, Christmas decorations, Mother's Day, tributes, wreaths, clutches, sprays, in sympathy, funerals, corporate functions, parties, floral displays, Miami, Florida"]

You are just including a list of related keywords to include in this tag. Now take your list of keywords for the home page in order of importance. For our fictional florist these were:

- florists Miami
- florists Florida
- wedding bouquets

Because you have a lot more room in this tag, a good rule of thumb for creating a META Keywords Tag is to include the keywords and phrases your are targeting with your site content, as well as some terms that you don’t necessarily want to use in your site copy but are still relevant to the site content. For example, the site copy, TITLE and META description tags would include the most important search keywords, but the META Keywords Tag could be used for keyword variations and combinations that don’t appear in the visible site text, but that people may also search for. Examples include plurals, contractions, slang, variations, misspellings, cultural nuances and industry jargon.

For our fictional florist, these may include things like:

- wedding flowers
- roses
- wedding roses
- Valentine’s Day roses
- sympathy gifts
- Mother’s Day gifts
- funeral wreaths
- flower deliveries
- floral arrangements
- birthday gifts
- flowers
- flowers for wedding
- wedding decorations

So now we have the following draft META Keywords Tag:

[META name="keywords" content="florists Miami, florists Florida, wedding bouquets, wedding flowers, roses, wedding roses, Valentine's Day roses, sympathy gifts, Mother's Day gifts, funeral wreaths, flower deliveries, floral arrangements, birthday gifts, flowers, flowers for wedding, wedding decorations"]

However, when creating your Keywords Tag, you should not repeat any particular keywords within your META Keywords Tag more than five times and exclude commas so that all your keywords can be indexed in combination with each other.

So we need to fix the draft tag to remove the excess repetition of the words “flowers” and “weddings”. This is easy to do because some of the keyword phrases already incorporate these single generic keywords.

For starters, we can lose the single “flowers” as it is already covered by some of the other phrases like “wedding flowers”. Next, we can drop “roses” for the same reason. Then we can combine some keyword phrases together to save space, e.g. “flowers for wedding” and “wedding decorations” can be integrated to become “flowers for wedding decorations” so we can lose the extra instance of “wedding”.

So now we have the following completed META Keywords Tag:

[META name="keywords" content="florists Miami florists Florida wedding bouquets wedding flowers wedding roses Valentine's Day roses sympathy gifts Mother's Day gifts funeral wreaths flower deliveries floral arrangements birthday gifts flowers for wedding decorations"]

Tailored TITLE and META Tags

While some webmasters remember to include a META Description and a META Keywords Tag in their home page HTML code, many forget to include them on every page of the site that they want indexed. Or worse, they duplicate the homepage TITLE and META Tags on all other pages. To give a web site the best ranking ability possible, it is highly recommended that each page of the site include a unique TITLE tag and unique META tags, individually tailored to the content of that specific page.

For example, our fictional Miami florist may have a page devoted to wedding bouquets and another devoted to funeral wreaths. The TITLE and META tags for the first page should include keywords relating to weddings and the page about wreaths should utilize keywords relating to funerals and sympathy.

The use of tailored TITLE and META Tags on each page creates multiple entry points to a web site and enables relevant content to be found in search engines no matter where it resides on a site. For example, instead of relying on visitors to arrive via the Home Page, the optimization of individual site pages makes each page more visible in the search engines, providing additional gateways to the site’s content. The more pages optimized, the wider the range of keywords and phrases that can be targeted and the more entry points are created to a site.

(This is a two part article. Click here to read Part One.)

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About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College – an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.

By Kalena Jordan

In this article, I’m going to show you step-by-step how to create search engine optimized Titles and META Tags. This is a two part article. This part discusses the Title Element, also known as the Title Element. (Click here to read Part Two).

The TITLE Element

TITLE elements, (commonly called TITLE Tags), are one of the most important factors that search engines “look” at when it comes to determining the relevancy of a web page against a search query. In their ranking algorithms, nearly all the major search engines attribute a high relevancy weight to the content of the TITLE tag.

In the HTML code of a web site, TITLE tags look like this one for a fictional florist:

[TITLE]Miami Florists – beautiful floral creations made to order.[/TITLE]

(Please note that square brackets [ ] have been used in place of open and closing tags <> to prevent this page code from breaking. You’ll need to replace all square brackets with open and closing tags.)

To view the HTML code of any site, choose “View, Source” from your browser toolbar or right click anywhere on the page and choose “view source code”.

The META Description Tag

META Description Tags are designed to describe the content of web pages. Search engine robots will gather up this information when indexing web sites and often use it when referencing web pages in the search listings.

While not all search engines continue to utilize the META Description Tag, a majority of search engines rely on the content of this tag (together with a site’s visible content) to provide information about a site that they can match with search queries. It is therefore important for webmasters to include keywords and phrases in the META description that they would expect searchers to use to find their site content.

In the HTML code of a web site, a sample META Description Tag looks like this:

[META name="description" content="Miami Florists create beautiful floral bouquets, arrangements, tributes and displays for all occasions, including weddings, Valentines Day, parties and corporate events. Deliveries throughout Florida."]

You can view the META Description Tag of a site by viewing the source code.

The META Keywords Tag

While only indexed by a small handful of search engines these days, the META Keywords Tag is still worth including within a site’s HTML code, if only to provide those search engines with as much information as possible about site content.

In the HTML code of a web site, a sample META Keywords Tag looks like this:

[META name="keywords" content="flowers, roses, weddings bouquets, florists, floral arrangements, flower deliveries, Valentines Day gifts, Christmas decorations, Mother's Day, tributes, wreaths, clutches, sprays, in sympathy, funerals, corporate functions, parties, floral displays, Miami, Florida"]

The current lack of support for the META Keywords Tag by so many search engines can be attributed to increasing spam abuse by ignorant webmasters. These webmasters thought the keyword tag was a good place to stuff hundreds of keywords in the hope of achieving a higher search ranking, thereby “spamming” the search engines with useless, non-relevant data. This prompted many search engines to filter out the META Keywords Tag or lower its importance within the ranking algorithm.

You can view the META Keywords Tag of a site by viewing the source code.

Create Your Own Optimized Tags

Now, it’s time to create optimized TITLE and META Tags for your own site. Let’s start with the TITLE Tag for your Home Page.

Create Your TITLE Tag

Take the list of target keywords and phrases that you want your web site to be found for in search engines. You should have already allocated them to the appropriate pages of your site to be optimized. I use a spreadsheet for this purpose but you should use whatever works for you.

Now, open a text file in Notepad or something similar. If you like, you can use an existing sample TITLE Tag as your template. Let’s say our existing Title is:

[TITLE]Miami Florists – beautiful floral creations made to order.[/TITLE]

Now take your list of keywords for the home page and put them in order of importance, with the ones you want to rank highest for at the top. For our fictional florist these are:

- florists Miami
- florists Florida
- wedding bouquets

Now you are simply going to combine these keywords into a sentence or short blurb so they make the best use of the keyword real estate available. Always try to use as few words as possible in your Title Tags, because each additional keyword dilutes the ranking relevancy of all the others.

In this case, I would initially combine the keywords as follows:

Florists in Miami Florida specializing in wedding bouquets.

Notice how I’ve got the keywords in the correct order for the search queries? I’ve tried to include the most important keywords towards the start of the tag. There was no need for me to repeat the keyword “Florists” more than once because the sentence I’ve used covers both “Florists Miami” and “Florists Florida”. Most search engines will ignore “in” as a stop word, so it shouldn’t matter that we’ve included it.

Although it’s tempting to put a comma between Miami and Florida, on some search engines commas act as a keyword separator, so we don’t want to use one here because we don’t want “Florists” and “Florida” to be separated.

Now, there is just one problem with this draft Title. Our 3rd keyword phrase “wedding bouquets” is right at the end of the sentence, meaning it may lose some relevancy weight (search engines consider keywords closer to the start of the tag as the most important). How do we fix this? Let’s try this:

Florists in Miami Florida – wedding bouquets a specialty.

We don’t want to use a period after “Florida” for the same reason that we don’t use a comma. But a hyphen should not make a difference to search engines yet still allow the sentence to read logically to a searcher. So now we have our three target keyword phrases covered in a very short space.

In fact, the above sentence now covers the following keyword combinations:

- florists Miami
- florists Florida
- florists in Miami
- florists in Florida
- florists in Miami Florida
- wedding bouquets
- Miami wedding bouquets
- Florida wedding bouquets

When integrating your keywords, remember that their order is important. If you want your site to have the best possible chance of being found for the search query “Miami florists”, you need to put the keywords in that exact order and not “florists Miami”, because the spider searches the keywords in exact order. Unless they are stop words, also try to avoid using extra words between your keywords.

If you wanted to, you could integrate your company name into the Title tag, but (unless your company name is super short or includes a keyword), don’t sacrifice a keyword to do so. Instead, try placing the company name at the end of the tag so you can be sure that all your important keywords will be indexed first.

In the case of our florist, let’s imagine their name was Funky Florists. We could easily accommodate the name into the beginning of our optimized Title as follows:

[TITLE]Funky Florists in Miami Florida – wedding bouquets a specialty.[/TITLE]

It may reduce the keyword relevancy impact very slightly, but including your company name enables you to brand your page, which may be more important to you.

The content of the Title Tag is also what gets saved in a person’s Favorite’s list when they bookmark your site, so having your company name included is worth considering from a branding perspective.

In Part 2 of this article, I will show you how to create your optimized META Description and META Keywords Tags.

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About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College – an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.

Wholesale web site traffic may sound appealing because you can literally purchase 10,000 hits for less than fifty bucks, and of course, the traffic broker will promise you that the traffic sent to your website is targeted traffic.

Undoubtedly, buying cheap traffic will deliver hits to your website and for some types of businesses; the kind of traffic that is delivered by a traffic broker is good.

For other types of businesses, buying traffic in bulk may be a total waste of money.

Some traffic brokers are above board; however, some use rather annoying tactics to drive traffic to your website and are less than ethical in regard to guaranteeing targeted traffic.

The main sources of wholesale web site traffic promoted by traffic brokers are generated through pop-up or pop-under advertisements or from expired domains. Read the rest of this entry »

Sometimes there is an advantage to hiring a smaller SEO firm. This is because in some cases the firms that only do consulting lose sight of the details. This is because they have forgotten how to take care of the details.

In this article I explain why you need to keep focus on those details and how you can do it, especially if you are one of those SEO “consultants.”

In my day job I am one of the “consultants.” With most of my clients I define the long term strategy required to ensure their online success. I’ve taken sites with zero visibility and virtually no pages indexed to having over 4 million indexed pages and more than tripling their search engine referrals in an extremely competitive market space.

I’ve also worked with still other sites in other very competitive industries and been able to bring them the most qualified traffic, increasing their conversions by four fold and more. Read the rest of this entry »

Within the past few years, Google has become the far most utilized search engine worldwide. A decisive factor therefore was, besides high performance and ease of use, the superior quality of search results compared to other search engines. This quality of search results is substantially based on PageRank, a sophisticated method to rank web documents.

The aim of these pages is to provide a broad survey of all aspects of PageRank. The contents of these pages primarily rest upon papers by Google founders Lawrence Page and Sergey Brin from their time as graduate students at Stanford University.

It is often argued that, especially considering the dynamic of the internet, too much time has passed since the scientific work on PageRank, as that it still could be the basis for the ranking methods of the Google search engine. There is no doubt that within the past years most likely many changes, adjustments and modifications regarding the ranking methods of Google have taken place, but PageRank was absolutely crucial for Google’s success, so that at least the fundamental concept behind PageRank should still be constitutive. Read the rest of this entry »

By Herman Drost
Getting traffic to your web site without analyzing it, is like
being blindfolded in a crowd. You hear voices, but you don’t
know which direction they are coming from or who they are.
Without analyzing your web site traffic, it’s difficult to
improve your web site marketing.

Know Your Traffic Language
You should be aware of the different terms used to describe
web site traffic, so as not to be confused about your web site
visitors. Here are the main terms used:

Visit – these are all requests made by a specific user to the
site during a set period of time. The visit is ended if a set
period of time (say 30 minutes) goes by with no further
accesses. Users are identified by cookies, username or
hostnames/ip addresses Read the rest of this entry »

by Philippa Gamse

Introduction

It is estimated that up to 60% of new traffic to your Web site will come from search engines. This means that unless you are already so well known that people will be using your name to search for your site, you need a search engine strategy. Thousands of new Web sites are created daily, so the axiom “Build it, and they will come” does not apply.

Effective Web site promotion requires a serious and continuing investment of time and resources, whether you do it yourself, or hire a professional. It is not a one-shot deal, but an ongoing process, meaning you should evaluate the return on your investment. You can collect a vast amount of crucial information about your traffic, and make strategic business development decisions, in ways that are unprecedented in the real world.

Setting your goals

We’ve all met the person who boasts of “thousands of hits a day” on his Web site, and maybe we felt a little envious. But let’s debunk the hype . . . . Read the rest of this entry »

You’ve probably seen loads of websites that claim to be able to secure that soon to expire domains… here’s the lowdown on how to do it properly…….

Expired and soon to expire domains are a fiercely competetive market. Not a day goes by without a new script or website set up to try and capture business in this rapidly moving market place.

There are several free websites available which if you have had an interest in this topic you will probably have seen. http://www.deleteddomains is probably the most famous one and http://www.domainsbot.com is probably the leading subscriber based search tool.

The problem with all of these low cost or free services is that the lists of names that they are working from are usually hopelessly out of date and it can be a frustrating experience to try and sort the wheat from the chaff. Read the rest of this entry »