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The Myth of Search Engine Optimization Google is now an institution. The word can now be used in any grammatical form and has become synonymous with web searching. And what is driving a good portion of its revenues is a mad rush by companies to occupy the first 10 spots (page one) of a search. To this end people are buying keywords, the value of which goes up as demand for the keywords increase, and paying firms sometimes thousands of dollars a month to maintain high search engine placement. It all boils down to lead generation, and it has gotten out of hand. Getting Your website Right The temptation to rush through the creation of your website can force you to compromise on a great many fundamentally important aspects of solid website operation - compromises that you will ultimately need to go back and correct. The trick is to get it right the first time, leaving changing your website for those infrequent times when you change your corporate look or shift your company's message. Developing an E-Mail Newsletter The creation of a newsletter is a serious decision because initiating one without the infrastructure and commitment to sustain it can wind up doing more harm than good.