ImportExportCoach.com Reveals Secrets to Site Longevity and Popularity on the Web

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ImportExportCoach.com celebrates 7 years on the Internet. Seven years is a long time in the life of the World Wide Web. The site’s founder and webmaster Jennifer Henczel reveals how to survive and prosper on the internet. Henczel, “The secret to the sites longevity is simply, simplicity”. Keeping it simple, providing what visitors want, focusing on Search Engine Optimization (SEO), and avoiding unnecessary deep development dollars are the ingredients for survival.

In the internet’s infancy of the mid ‘90s, 1995 to be exact, Jennifer Henczel started a resource website on free-space offered by her Internet Provider. Henczel is a consultant and trainer known as The Import Export Coach, so in 1999, she moved the site to the domain with that title http://www.ImportExportCoach.com.

Since that time, the site has become the leading source for import export business start-up information. Out of 42,600,000 import export websites, it’s ranked within the top 3. Traffic and sales have increased steadily, and the site receives 400,000 hits per month and growing.

Now, with increased consumer confidence in shopping online, ecommerce is taking a solid position as a legitimate purchasing option. As a result, Henczel’s business solutions, marketing plan template, and ebook sales are increasing monthly. Henczel declares, “December 2005 was our best month since the site’s inception, and January is looking even more promising”.

In their report, Retail E-Commerce: Future Trends, eMarketer estimates that US online sales increased 25% in 2005. They state, “Baby boomers at the peak of their earning powers are taking e-commerce sales to new heights. Digitally literate young adults, coupled with the spread of broadband access, are changing the way people shop online.”

By studying SEO trends every month and focusing on business strategies, rather than programming, Jennifer Henczel has successfully achieved longevity in a place where few have survived this long.

“The success of ImportExportCoach.com is that I keep it simple. I’ve stayed with a simple html format”. With a growing popularity towards php programming, Henczel adds, “I only add php in places where it’s absolutely necessary, such as the online store portion of the site”.

According to Henczel, PHP adds security and functionality capabilities to a website that html doesn’t offer. However, PHP lacks the important Search Engine Optimization (SEO) possibilities of html.

Now with over 100 domains, Henczel has transferred her online success into a vast network of informational products and websites that generate more 2 million hits per month.

Henczel explains, “If your objective is to create passive income, then you must take a balanced approach when incorporating the various technologies. The focus has to be on the marketing components, because ultimately all that technology must produce revenue one way or another. By staying with an html format I’ve been able to achieve better Search Engine ranking with each of my sites, which means more traffic, more visitors, and more sales”.

“Some techies will give you a whole other story. They are adamant that html sites are useless and a big “no-no”. They like the ‘clean code’ that php and other programming methods offer”, Henczel expresses, “Clean code doesn’t necessarily equal cash”. You have to know where to use it.

Henczel, “It’s unfortunate when a well-intentioned website owner gets drawn into paying the big development dollars for a site that looks good and has ‘clean code’, but ultimately doesn’t sell anything. I’ve avoided this pitfall along the way by keeping my eye on the SEO factors instead. All I can say is that it’s working”.

Henczel, “Beware of programmers and technically trained people think they are marketers. Upper-level marketing strategies are just not taught in computer science programs. Online marketing is a job for marketing professionals. Instead, consult with a marketing professional who knows how to manage technical staff”.

I’ve watched other sites turn into these massively programmed monsters that are beautiful and functional, but have little SEO. Many of the resource sites that started out when I did are long gone.

One should be concerned with what is appealing to the eye, and of course, every site should have functionality and security. These are concerns that should be fully addressed and resolved. They fulfill a purpose, but they are separate entities from SEO strategies and online marketing.

Henczel offers this final tip, “Resist flash and choose cash. Keep your main content, such as articles, product descriptions, company information in an html format, and only utilizing php or other programming in places where it’s needed”.

Jennifer Henczel has spoken for groups and conferences on the topics of international trade, business development, marketing, e-commerce management, and professional development. Her expertise is shared in her popular ebooks and online workshops through her website: http://www.ImportExportCoach.com.

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