miércoles, 19 de enero de 2011

El dominio .tel en 15 pasos


The Dot Tel Domain is a new internet Top Level Domain (TLD) extension which has been available to the public for about a year. This domain is ideal for directories because it is much faster to load than a normal TLD extension website. People using a directory want access to information quickly and with a minimum number of clicks.

The information in a Dot Tel Domain is stored in a different part of the internet than every other TLD extension. This place is called the Domain Name System (DNS) and it is where only Internet Protocols (IPs), the addresses for computers connected to the internet, were previously stored.

A Dot Tel Domain also has less data per page than normal websites do. Dot Tels list mainly contact information with minimal use of other types of content found on normal websites. They do not contain videos, audios, or lots of design. But those types of content can be linked to from a Dot Tel Domain. And Dot Tel Domains can have text.

Dot Tels are optimized for mobile phones. This is where their biggest advantages lie; in the fast growing mobile phone internet market. In many countries, mobile phone web browsers are expensive to use. In many countries also it is not easy to access Personal Computers (PCs).

The data amounts on a Dot Tel Domain are usually a fraction of other mobile websites' data amounts. Consequently, they are much cheaper to use.

People often want the types of information found in a directory when they are not at their desks or near a PC. Usually, people have their mobile phones with them. Dot Tel is the perfect solution that saves them money!

A geographical directory or 'Geo Dot Tel' is just one type of directory. They can be created with the 15 Step Process in this article.

A product directory or a hybrid directory can also be created. Examples would be an Aluminum directory and a Colorado Aluminum directory, respectively. This article is not about these other kinds of directories.

The 15 Steps outlined below will save an owner money, and show them how to create a geographical directory with a good chance of succeeding.

The 15 Steps are:

Step 1) Research The Keywords

What area do you want to operate in? What area do you live in? It is good to choose a place you know and live in because you will be able to meet customers face-to-face easily.

It is obviously best to get a single word or the exact term for the place you choose. It will be more memorable for users, and this will compensate for problems ranking in search for the keyword.

Think about what information people want when they are out and about. Taxis? Food? Accommodation? Those are good places to start. Then look at the keywords for those categories using say Google Keyword Tool.

Are you going to target visitors and tourists to the area? Or are you going to provide information for residents? Can you target both types of users? What are these different users looking to find? What is potentially the most profitable group of users for your directory?

Step 2) Research The Competition

Go to Yahoo and see how many websites come up for the keywords. Are there any Dot Tel Directories in your chosen market place? Are there a lot of non-Dot Tel directories in the area? What are the Yellow and White Pages for the area like? Do they have mobile phone products that could compete directly with your domain?

Step 3) Choose And Buy The Domain Name

This is the easiest part as many domain people know from past – and bitter – experience. Buying takes a minute, and with selling who really knows?

Step 4) Set up The Structure

Use your keyword list to work out your categories. Then work out your sub-categories. For instance, often a Geo Hotels' category has more search than an Accommodation category. Be guided by the keywords but balance them against an orderly directory structure with high usability. Best to map it all out on paper first.

Please note: Do not add advertising to your directory yet! See Step 6.

Step 5) Enter The Data

Now fill up the categories with useful contact information, but not too much of it for each contact record. If you put all of the contact details in you will have nothing left to sell for enhanced listings. A phone number is mandatory. A fax number is ok. Location records are probably best left out.

The location records for public conveniences, emergencies, medical care, police and so on should be included with all their available information.

If emergency numbers are not available on VoIP, you will need to make it clear to users what the alternatives for contacting emergency numbers are.

Step 6) Create Traffic

In Step 4 I suggested advertising be left out completely. If you put ads. in your directory you risk upsetting users before the directory is established in its market place. You need to build traffic in a number of different ways.

You want back links from higher page ranked sites including other directories. You want to rank well in search, if not for your keyword title then for individual pages. You can leave signatures on forums connected to the area that your directory covers.

Test your website out on a few people and get feedback about ways the directory could be improved. Were all the businesses they looked for listed?

Use article marketing (Step 7).

Step 7) Promote

Start writing and submitting articles to the top article submission directories. If your Dot Tel is for a town or part of a city, then write articles about the town, but not about your Dot Tel. Have the Dot Tel linked in the resource box, if you are allowed by the article directories' editorial guidelines.

If you are not allowed to link to the Dot Tel, then make a Squidoo Site or other site with obvious links to your directory.

Try and avoid Pay-Per-Click (PPC) at this stage, especially if you are on a budget!

Step 8) Promote Some More

Try some radio spots, and some brochures which you can deliver to different tourist information resources. You are only limited by your imagination here. You can try sponsoring an event which can be done quite cheaply, if you are selective.

Step 9) Let Time Pass

It takes time for people to find out about your directory, but they will. Be patient!

Step 10) Build Basic Support Site

If you are getting traffic it is time to build your Dot Com or Dot Country Code support website with a minimum of information. Try and connect it to the Dot Tel name. So City Dot Tel would have a support site called Citytel Dot Com for example.

It can be hosted on Wordpress or Blogger which are mostly free, but it is best to purchase your support site domain name at this point if you have not done so already.

Step 11) Test The Market

The time has come to test the market for enhanced listings which are the add-ons to the basic contact records for customers. This extra information could include location records, mobile numbers, email addresses, website addresses, division contacts, extra text, logos, and other types of enhancements.

This is the hardest part of all for most people. Getting out there and pitching to customers is hard. Do not be greedy and have a few tiers in your pricing structure. Also, do not under price the enhanced listings. It degrades the product you are selling if the price is too low.

Create a comparison sheet for your Dot Tel and your competitors' products. You must know why people should choose your Dot Tel over the competitors products such as Yellow and White Pages' desktops or mobile websites. Price is one possible advantage.

Anticipate and learn from questions that you will be asked. Write these questions down and work out honest responses to them. It is likely that your potential client already pays for a Yellow or White Pages' listing. How much are they paying and how does the traffic on the page they are listed on compare to your directory?

If you can not do the above tasks there are companies that will do this kind of work on commission. But they will usually take a good portion of your revenue and they may require an advance payment.

Step 12) Evaluate Responses

Was it easy, hard, or impossible to sell listings? Does your approach need to change? What was the reaction to your prices? Did you show the potential listers the traffic that you are getting? Were they impressed?

Is there a business here with your directory or are you wasting your time? Did you hear things about your Dot Tel that you had not thought about before? Are there new directions and ideas to pursue?

If the results were not encouraging do you still keep the directory ticking over and hope that a future rising 'Dot Tel Tide' lifts all Dot Tels, or do you stop your work and find something else to do?

Step 13) Finish Your Support Site

If your selling convinces you that your directory has potential, then it is time to get your support website completed. It will have complete information and some forms for customers to buy enhanced listings, and to change their listing tier.

Step 14) Keep Selling And Make Adjustments

You will now be promoting and selling hard. Cash flow is hopefully covering your costs. Fine tuning and adjustments to your Geo Dot Tel will be ongoing. Introduce coupon codes to some categories so that clients know that their customers have found them with your Dot Tel Directory. Negotiate a discount system based on the coupon codes.

Step 15) Add AdSense And Custom Advertisements

Add AdSense and Custom Advertisements. Do not go overboard. Users will be familiar with the directory and will be put off by too much advertising. Remember, AdSense will not show on mobile phones.

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