Donation Policy for Hurricanes Katrina/Rita Assistance Efforts Rabu, Mei 9 2007 

We know that the public is generally encouraged at times of high-profile disasters that ‘the best way to help respond to Katrina is to send money.’ This is true in many instances, but it is only true if the money actually helps people for whom it is given.

It is your money, and we want you to understand what we will do with it if you contribute to Direct Relief.

If you designate your contribution for Hurricanes Katrina/Rita, we will use 100% of the contribution for expenses directly related to these activities and nothing else. We believe this is a simple concept, but we also think it is important to spell out what exactly it means to us when we receive a donation designated for a specific incident.

Direct Relief never uses a specific tragedy for general fundraising efforts for our organization. We also do not use a specific incident such as the Katrina/Rita emergency to solicit funds for a loosely defined “disaster fund” or a fund “to help these victims and others victims of tragedy.”

This is not because other tragedies deserve less – we have responded to humanitarian crises for 57 years – but because we believe it is wrong to show a picture of current victims in a particular place without committing to help those specific victims with money that is given for their assistance.

We will not use Katrina/Rita funds to pay for any salaries, rent, administrative expenses, or anything else that we had already anticipated in our budget – despite the fact that we are devoting these resources extensively now to the relief effort.

We always have the significant challenge of raising money for these expenses, but we do not believe it is appropriate to cover these pre-existing expenses with money that is clearly intended to help victims of the recent Gulf Coast hurricanes. We don’t consider funds we receive specifically for these incidents “Direct Relief’s money” but rather money people have given to us to do the right thing for victims of these incidents. We believe it is for them and that we are trustees – to both you and them – to make sure it serves them in the most effective way possible.

Here’s what we will spend your money on: We will spend designated donations on new expenses directly related to Katrina/Rita that we have not anticipated in our budget. These expenses will include such things as purchasing medicines that are otherwise not available and packing and shipping costs to health facilities in the region. This is our particular area of expertise and the needs in this area are significant.

If we have available funds, we also will provide cash assistance to front-line health facilities to cover their increased expenses. If what we do ever becomes not what is needed or is otherwise addressed through a better source, we will give the money to a trusted, credible organization in the region that can help address other essential needs for the people.

Direct Relief will absorb all administrative expenses associated with Hurricanes Katrina/Rita contributions, including the processing charge (typically 2-3% range) that we must pay to the credit-card processing company for Katrina/Rita-designated contributions we receive via credit card. This ensures that 100% of your donation is used only for direct expenses related to Hurricane Katrina assistance.

This policy is consistent with our actions following September 11 and the tsunami last December. Those policies are on this website, and you can read about how we spent money in strict accordance with these policies. General undesignated contributions to our organizations are always much needed for us to function. Indeed, because we receive general funds, we have been able to respond fast and extensively to the Katrina emergency.

However, we want any person considering making a contribution specifically for Katrina/Rita to know that we will honor that intent and how we will do so.

Rebuilding Health Infrastructure Along the Gulf Coast after Katrina and Rita Rabu, Mei 9 2007 

Nineteen months after Hurricanes Katrina and Rita struck the Gulf Coast, Direct Relief International continues to provide direct cash investments to support the healthcare infrastructure in the region. In March, Direct Relief furnished $75,000 to St. Charles Community Health Center. The Center, with locations in Kenner and Luling, Louisiana has provided quality health services to the underserved and uninsured residents in the greater New Orleans area since 2002. St. Charles offers many health services such as family practice and pediatric healthcare, behavioral healthcare, podiatry care, allergy/asthma specialty care, and public health services.

Since Hurricane Katrina and Rita, it is estimated that the Latino population in the New Orleans area has doubled, creating inadequate access to health care for many individuals. Overall, prenatal care for under-insured and uninsured population in the greater New Orleans area has become extremely difficult to access due to the reduction in capacity and closings of previously available providers. Latino women are in particular need of care, but many are ineligible for Medicaid and have difficulty accessing care due to language and cultural barriers.

To address this need, the Center has implemented the Centering Pregnancy Program at the Kenner facility which will strengthen the provision of maternal and child health services in New Orleans and the surrounding areas. The cash investment from Direct Relief will fund the employment of an nurse midwife at the Center who will oversee the program.

It has been 19 months since Katrina and Rita struck and there is still a compelling need for assistance in the Gulf Coast communities. Direct Relief is committed to providing medical material aid and targeted cash grant assistance to quality healthcare providers in the Gulf for as long as it is needed.

To date, Direct Relief has furnished $31.4 million in post-hurricane aid to the Gulf Coast, composed of $26.8 million in medical material aid and $4.6 million in targeted financial investments.

Position the Ad Blocks Properly Rabu, Mei 9 2007 

The location of the AdSense ads drastically effects the CTR. You don’t want your ads on the right or left sides of the page (a location often used by new AdSense publishers). You want them as close to the top and middle of the page as possible. This is true because the center of a web page is where Internet users have been conditioned to look for the content

The majority of informational sites layout their pages with their header across the top of the page, the navigation down the left, the content in the center and perhaps more navigation or advertising down the right. Anything located outside of the content box is often overlooked or ignored (there are a few exceptions, which will be discussed in the AdLinks section a little further down). This is especially true of people who found the page by using a search engine for a specific set of keywords. They want the answer to their question or a solution to their problem only, and are not interested in browsing or anything else. You want to place one large rectangle ad block just above your content, be that the top of the center column or on the top of the left hand side of the page. So, for example, if you have an information website about “widgets”, and you have an article reviewing the latest “blue widget”, then put one large rectangle ad block just above the start of the article text (but below the article title). That is one small change in this version of the ebook that can make a big, big difference. Putting one large rectangle block below the content title on the page helps draw the visitor into clicking the ad. Once they’ve read the title of the article, the next thing they see are the ads, which they immediately associate with the content and are thereby induced to click–which is exactly what you want! I was getting great CTR rates before by putting the ads above the title, but after switching the ads below the title, my CTR rose by 26%! That means that for ever $100 a month I was earning before, I was now earning $126. Not bad for a simple change like that, is it? Google now allows you to show 3 ad blocks, and you want to take advantage of that. The other place you must put an ad block is at the end of the content, right after the article. If you can get it in above the author’s “About Box” (if there is one), that’s perfect. The reason is that if the visitor has read the article completely, it is very likely that they will be interested in ads pertaining to that article. This is especially true of content which is a review of a product or service. (Just be sure that the article usage guidelines allow you to put your ads above the author’s About Box if it’s not your own article). So the top ad block catches those who are interested in products and services now, and the bottom ad catches those were wanting some education but are now convinced that it’s time to look further. But you get a third ad block to use, and if you aren’t afraid of cluttering your page with ads (and that is a valid concern for some), you want to take advantage of it. If your content is long enough, put the third ad block inside the content, and make your content wrap around it. This way you catch the visitors who get bored with the article. Maybe at first it held their attention, but they read all they care to read or were convinced early on and are ready to move on now. Put your ad block about half way into the text of the content so that you can give those visitors a place to “click away” from your site, a place that will make you money. Finally, there’s the AdLink ads. In addition to the three ad blocks, you can place one set of AdLinks on your page. If your navigation is in the left hand column of your site, put the 5-link AdLinks block above your navigation in whatever size makes it fit in well (200 x 90, 180 x 90, 160 x 90 or 120 x 90). That way the AdLinks links actually look like navigation on your site, and it induces people to click. If your navigation goes across the top of your page, use the wide AdLinks (728 x 15 or 468 x 15). Once users are done with the content, if they haven’t already clicked away on one of your rectangle ad blocks, chances are they are looking for more information, and so they turn to the navigation on your site to see what else you have to offer. Provide navigation in the form of Ad Links and you will see your CTR rise. I improved my overall CTR by 6.5% by using this method. That means that for every $100 dollars a month I was earning, I was now earning $106.50. Multiply that over many thousands of dollars, and it’s a real revenue boost. A simple change can make that happen for you as well.

Place one large rectangle ad block just below the title of your content on the page, and (if the content is long enough) one large ad block about halfway down the page (blended with the content), and a final ad block at the bottom of content, just before the “About the Author” box is there is one. Finally, put AdLinks on the page so that they look like navigational links.

FavIcon Generator Rabu, Mei 9 2007 

A favicon (short for ‘favorites icon’), also known as a page icon or an urlicon, is an icon associated with a particular website or webpage. A web designer can create such an icon, and many recent web browsers can then make use of them. Browsers that support favicons may display them in the browser’s URL bar, next to the site’s name in lists of bookmarks, and next to the page’s title in a tabbed document interface. The original means of defining a favicon was by placing a file called favicon.ico in the root directory of a webserver. This would then automatically be used in Internet Explorer’s favorites (bookmarks) display. Later, however, a more flexible system was created, using (X)HTML to indicate the location of an icon for any given page. This is achieved by adding two link elements in the section of the document as detailed below. In this way, any appropriately sized (16×16 pixels or larger) image can be used, and although many still use the ICO format, other browsers now also support the animated GIF and PNG image formats.

Most modern browsers implement both methods. Because of this, web servers receive many requests for the file “favicon.ico” even if it doesn’t exist. This may annoy web server administrators by creating many server log entries, and unnecessarily loading the disk, CPU, and network. Another common problem is that the favicons may disappear if the browser’s cache is emptied.

Originally, Internet Explorer only used favicons for bookmarks, which created a minor privacy concern in that a site owner could tell how many people had bookmarked their site by checking the access logs to see how many people downloaded the favicon.ico file. However, since newer versions of Internet Explorer and most other browsers also display the favicon in the address bar on every visit, that concern may no longer be relevant.

http://icon.media-share.info

SEO Toolkit Rabu, Mei 9 2007 

If you consider that search engine optimization (SEO) is a scientific discipline, then you’ll agree that obtaining empirical measurements using a comprehensive suite of tools is an absolute must. Every day should be filled with experimentation, data collection and more experimentation. Flying blind is not an option.

So, let’s not waste any time. There is a plethora of data to be mined and insights to be gleaned. Here I share with you some, but by no means all, of my favorite free (unless otherwise noted) SEO tools. Note that in order to minimize redundancy, I have excluded those tools which I had previously covered in my “Tools For Link Building” article (April 2006 issue).

For Keyword Research:

WordTracker.com – A paid tool. Data is based on the Metacrawler search engine.

KeywordDiscovery.com – A paid tool. Data is based on the number of search engines.

Overture Keyword Selector (inventory.overture.com) – Based on Yahoo! searches. Verb tenses, misspellings, singular and plural forms are all combined. Therefore, it’s more useful as a paidsearch tool than as an SEO tool.

Google Suggest (labs.google.com/suggest) – As you type, Google provides the top 10 most popular keywords that begin with the keyed-in letters, in order of popularity.

Google Trends (www.google.com/trends) – graphs historical trends of various Google searches.

Google AdWords Keyword tool (https:// adwords.google.com/select/KeywordToolExternal) – No hard numbers, unfortunately, but you can see historical trends in keyword popularity.

Googspy.com – See what keywords your competitors are buying.

SEOsleuth.com – Created out of the search data that AOL released earlier this year. View what keywords AOL users searched for and what sites they then went to, how much organic traffic each site got and how many clicks individual search results pages received.

Saturation Tools (to check indexation):

Yahoo! Site Explorer (siteexplorer.search.yahoo.com) – Check indexation on Yahoo!.

Netconcepts’ URL Checker (www.netconcepts.com/urlcheck)— Shows indexation levels across all major engines; also displays results of historical results from past checks.

Netconcepts’ Product Page Checker (www.netconcepts.com/productcheck) – Shows number of product or category pages (or any common string, by using the inurl: operator) indexed across all major engines; also displays past results from past checks.

For Link Analysis and PageRank:

Touchgraph.com – Shows visual map of who’s linking to you.

Live PageRank (livepr.raketforskning.com) – Reportedly obtains more up-to-date PageRank scores than what is displayed in the Google Toolbar.

Webmastereyes.com – Display a webpage overlaid with PageRank scores next to all links on the page.

Google Toolbar (toolbar.google.com) – For the built-in PageRank meter.

Google Directory (directory.google.com) – for the PageRank scores which are displayed on all category pages.

SEO for Firefox Extension (tools.seobook.com/firefox/seo-forfirefox. html) – PageRank, site age, saturation, back links, .edu and .gov links, Alexa rank, dmoz listings, etc.

SEOpen Firefox Extension (seopen.firefoxextension. com/index.php) – Back links, saturation, related pages, page size, keyword density, Wayback Machine, whois, Alexa data, etc.

SEOMoz PageRank Strength Tool (www.seomoz.org/tools/pagestrength. php) – Pulls in linking info from Yahoo! pages indexed in Google, domain age, .edu and .gov links, Alexa rank, PageRank, etc.

Netconcepts Link Checker (www.netconcepts.com/linkcheck) – Check inbound links across all major engines; also displays past results from past checks.

Reporting Tools:

Alexa Rank (www.alexa.com) – Traffic rank, site reach and historical traffic patterns.

Digitalpoint Keyword Rankings (www.digitalpoint.com/tools/keywords) – Check your site’s rankings by keyword.

Urltrends.com – Monitor PageRank, Alexa rank, back links, outbound links, etc.

Other Tools:

User Agent Switcher Firefox extension (useragent switcher.mozdev.org) – Pretend to be Googlebot when serving.

SwitchProxy Firefox extension (extensionroom.mozdev.org/moreinfo/ switchproxy) – Pretend to be a different IP address. Useful to see different paid search results.

The Scrutinizer (www.scrutinizethis.com) – One hundred seventy- one things you can do to your URL.

CopyScape (www.copyscape.com) – Website plagiarism search.

Poodle Predictor (gritechnologies.com/tools/spider.go)—See what your page will look like to spiders.

Xenu Link Sleuth (snafu.de/tilman/xenulink.html) – Broken link checker

SEO Report Card: The Google Death Sentence Rabu, Mei 9 2007 

Seasonal online businesses, like Gifts By Delivery, have it tough. During most of the year, they live lean while sales slow to a trickle. Then autumn comes and the manna begins to rain down from heaven.

For Gifts By Delivery, the ramp-up begins in early October. The fourth quarter last year brought in 65 percent of the company’s annual revenue. It makes the most of this time, doing everything it can to maximize sales with advertising and marketing. That’s because Gifts By Delivery knows the inevitable dip and flattening of the revenue line is right around the corner, in the New Year.

Competing for organic search visibility during the holiday shopping season requires a ramp-up in online marketing — namely, link building and link baiting — many months in advance. It should start now, in fact. [IMG]http://i13.tinypic.com/2ep3jmc.jpg[/IMG]

Giftsbydelivery.com’s main SEO weakness lies in its links. A lack of link importance really holds the site back. The site’s home page PageRank score is only four and as you click deeper into the site, it quickly degrades even further. In fact, most pages have a PageRank of zero.

Furthermore, a link:www.giftsbydelivery.com search on Google shows only 25 backlinks and that’s including internal links to the company’s own site. It’s true that Google only reports a sampling of the back links; even so, it’s a dismal showing.

More telling is the fact that nearly all of Giftsbydelivery.com’s pages are in Google’s dreaded “Supplemental Index.” These pages clearly lack the link importance required to earn them a place in Google’s main index. Even though Googlers (that’s what Google employees call themselves) argue to the contrary, having all your site’s listings labeled “Supplemental Results” is like a Google death sentence.

Not surprisingly, I found the site’s Google rankings to be quite poor. For important keywords like “wine gift baskets,” “gift baskets,” “fresh fruit baskets,” “food gift baskets” and “gourmet gift baskets,” Giftsbydelivery.com did not show up in the first five pages of Google results. It’s obvious that something in the company’s SEO is broken.

Gifts By Delivery embarked upon a link-building program about a year and half ago, but it wasn’t a good program. It probably did more harm than good. When the site’s owners realized the quality wasn’t there, they opted to cancel the program.

Garnering good links takes time and expertise. And then it takes more time before the PageRank benefit from those links really kicks in. Now is the time to enlist the help of a link building expert to identify link targets, request links, make directory submissions, distribute search engine optimized press releases, formulate “link-bait” campaigns and so on.

Throughout all this, it’s necessary to remember that the anchor text of the links is crucially important. It’s no accident that the majority of the sites on the first page in Google for “gift baskets” have the phrase “gift baskets” in the domain name. Sites like Gourmetgiftbaskets.com, Adorablegiftsbaskets.com, DesignItyourselfgiftbaskets.com, Winecountrygiftbaskets.com and others easily acquire links with the phrase “gift baskets” in the anchor text. After all, it’s part of their names! Somehow, Gifts by Delivery must compensate for this disadvantage.

Overall, the on-page SEO was in pretty decent shape.

URLs of category pages and product pages are search engine optimal — keyword-rich, free of stop characters, set up with a flat directory structure with minimal slashes and with hyphens separating the keywords (rather than underscores, which are bad).

There’s a 301 redirect from giftsbydelivery.com to www.giftsbydelivery.com, applied site-wide (not just on the home page), eliminating a duplicate web site in the search engines. Nice!

Title tags on product pages lead with the product name, not the name of the site — which shows an understanding of keyword prominence. Some category page titles (e.g., gourmet.html) are keyword-stuffed.

The meta descriptions and meta keywords are unique to each page, which is good, though at more than 50 words, some of the meta descriptions are too long. I recommend the site reduce the length in each case by half.

The H1 tag on the home page is “Let us reach across the miles for you” — no good keywords there. The category name is marked up with an H1 on category pages, and the product name with an H2 on product pages. That’s good, but for some bizarre reason many product pages carry an H1 tag with nothing but an HTML comment.

Speaking of comments, I see a plethora of HTML comments in the templates that could be removed to streamline the HTML code.

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