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It's out, it's live, it's free: the newsletter exposing all the tricks of the trade and more – a must read for every webmaster interested in optimizing their search engine ranking and in achieving higher returns in search marketing!

Here's your requested archived issue of our fantomNews™ ezine

======================================================
All the tricks of the search engine trade and more ...
======================================================
vol. 3/issue 017            _    _ ___        __
  __           _           | \  | | __/      /  /(TM)
 / _|        _   _         |  \ | ||_\_\    /  /_____
/ /_ __ _ ___ | |___  _____|   \| | __/ \/\/  /   ___|
|  _/ _` |   \| / - \/ _ _  \|\   ||__\  /\  / \ ___ \
|_| \ _,_|_|\_|_\___/_| | |_|| \_ |___/\/  \/  |_____/
======================================================
2002-10-15         ---      Sent by subscription only!
Circulation: 13,163+ very special readers, and growing
======================================================

                 < mailto:fantomNews@fantomaster.com >
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in its unedited form. Please do share it with others!
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************************************************
* If we could just get everyone to close their *
* eyes and visualize world peace for an hour,  *
* imagine how serene and quiet it would be     *
* until the looting started. - Anonymous       *
************************************************

-------------
IN THIS ISSUE
-------------
<<<<<<<<<<<<<< This Issue's Top Sponsor >>>>>>>>>>>>>>
SEARCH ENGINE STRATEGIES CONFERENCE & EXPO Munich 2002
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>
= News Flash:
  Meet Us In Munich * Chat Online With the fantomaster
= Going Further: Premium Issue of fantomNews to Be
  Launched Soon!
= Getting Real: Why You Should Optimize For Three
  Keywords or More
= Yahoo! Singing Google's Song Forever - Or Not?
  Buying Inktomi, Perhaps?
= fantomTip
  "Fighting It Out: Check Google Keyword Frequencies"
<<<<<<<<<<<<<<<<< Sponsorship Notice >>>>>>>>>>>>>>>>>
  THE ULTIMATE SEARCH ENGINE BOOK -
  And why you shouldn't miss out on this one 
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>
- How to Generate Fillertext Content For Your Phantom
  Pages and Shadow Domains
= fantomTip
  "PageRank Uncovered", New Edition (ver. 3.0)
= fantomSpot: Featured SE Site
  "Real Language Search At AnswerBus"
= Module mod_rewrite: Rewriting URLs with Query Strings
<<<<<<<<<<<<<<<<< Sponsorship Notice >>>>>>>>>>>>>>>>> 
  WHY META TAGS WON'T GET YOU IN THE TOP 10 -
  How to win the Search Engine Wars
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>> 
= fantomTip
  Korean Google Blog
= fantomFAQ
  Oversubmitting Competitors' Pages
= The Search Engine Grapevine: News 'n Stuff
= Classified Ads
= Guest Columnist:
  Michael Wong, "Is Lycos InSite Pro Paid Inclusion
                 Worth It?"
= How to Be Featured as Our Guest Columnist
= fantomAd
  "Spying On the Spiders: Our Landmark Online Service"
<<<<<<<<<<<<<<<<< Sponsorship Notice >>>>>>>>>>>>>>>>>
  KEEP ON TRACKIN'!
  Real-life search terms are a goldmine
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>
= Spider IPs: Lots of New Naver Spiders Detected
              Plus - New Ask Jeeves Spiders
              Plus - Lots of New Exotic Spiders
= Subscribe/Unsubscribe Information
<<<<<<<<<<<<<< This Issue's Top Sponsor >>>>>>>>>>>>>>
SEARCH ENGINE STRATEGIES CONFERENCE & EXPO Munich 2002
------------------------------------------------------
Premier Event for Search Engine Marketing &
Optimization runs Munich October 17-18.
Seize the chance to learn the ins-and-outs of SE
marketing from Danny Sullivan, world renowned SE
expert, along with information direct from the search
engines and other experts in the field.
Learn the basics, gain practical knowledge of search
engine marketing, how search engines interact with Web 
sites & ways to improve your listings.
Register today at
< http://www.jupiterevents.com/sew/munich02/index.html >
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>

++++++++++++++++++++++++++++++++++++++++++++++++++++++
+++news flash+++news flash+++news flash+++news flash++
++++++++++++++++++++++++++++++++++++++++++++++++++++++
Meet Us In Munich * Chat Online With the fantomaster
------------------------------------------------------
(rt) MEET US IN MUNICH - Yours truly will be
speaking on no less than three panels at the Search
Engine Strategies Conference & Expo Munich 2002 October
17-18, headed by Danny Sullivan. We appreciate this
opportunity to share whatever expertise we have with
the audience and answer any questions you may have.
Please see Top Sponsor notice above, or register 
immediately at:
< http://www.jupiterevents.com/sew/munich02/index.html >

Chat Online With the fantomaster
--------------------------------
Here's an event organized by Robin Nobles from the
Academy of Web Specialists, featuring yours truly as
a chat moderator. Read the specs -
Guest Moderator: Fantomaster
Thursday, October 24
Topic: Cloaking as a Work Around for Problem Design
Strategies Led by: Ralph Tegtmeier, a.k.a. Fantomaster
(and Robin Nobles) 9:00 a.m. PST (Noon EST; 5:00 p.m.
UK; 6:00 p.m. Belgium)
Advanced Chat Room
Here's the location of our chat rooms:
< http://atlas.coastside.net:4080/chat/*index >
Reminder: If you've never chatted before, you have to
sign up as a "new user" in order to use the chat rooms.
There's a link at the very top of the page that allows
you to sign up as a new user. Register at that
link, and you'll be assigned a username and password,
and you'll use it every time you chat.
++++++++++++++++++++++++++++++++++++++++++++++++++++++
+++news flash+++news flash+++news flash+++news flash++
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
Going Further: Premium Issue of fantomNews to Be
Launched Soon!
------------------------------------------------------
(rt) For three years, fantomNews has contributed to the
vast search engine optimization community as a free
service. During this time, we have attracted a large
number of top experts in the field, while presenting
unique, hands on content not found elsewhere. As a
consequence, positive feedback has been tremendous and
our subscriber base has really begun to explode in
recent months.

None of this is expected to change - your fantomNews
letter will remain free for as long as we are able
to keep it that way.

However, there's even more to cover - more technical
tips and tricks you will want to know about; more in
depth trend analyses outlining what new developments in
search engine marketing can be expected; more insider
information required to survive the increasingly
competitive SEO environment; yet more expertise to be
brought to the fore to cope with tomorrow's
sophisticated requirements; more hard statistical data
to back up viable optimization strategies and debunk
costly pervasive SEO myths.

And this is where the forthcoming fantomNews Premium
Edition will come in: this service, offered to paying
subscribers only, will give you everything you always
wanted to know about search engine marketing, and more.
Included will be a realtime search engine spider
reference service which allows registered users to
check and verify spiders online from our vast database
24 hours a day, 7 days a week. This is a prime tool
indispensable for reliable traffic and SEO analysis.

Nor will it cost you an arm and a leg to participate -
we are committed to making search engine optimization
and marketing as affordable as possible, as you will
see when we finally publish our fee schedule. There
will also be a generous introductory discount available
to all existing subscribers.

So watch out for our launch announcement of the
fantomNews Premium Edition coming soon!
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
Getting Real: Why You Should Optimize For Three
Keywords or More
------------------------------------------------------
(rt) Kevin Lee's ClickZ article "The Overlooked Killer
App: Paid Inclusion" contains some interesting data
every SEO agent ought to be aware of.

While primarily focused on paid inclusion as a search
engine marketing strategy, he ends his piece with a
telling overview specifying the number of keywords
typically entered by searchers in LookSmart, Ask.com
and Teoma. It stands to reason that his stats are
fairly representative of searchers' behavior across the
board, which is why every webmaster involved in
optimizing pages for better search engine rankings
should definitely study this data.

Here is his conclusion:
"Approximately 40 percent of queries in LookSmart have
three or more words. About 32 percent in Teoma have
three or more. Ask Jeeves has an even higher skew,
nearly 62 percent, because of its natural language
focus. Within FAST, the database that powers Lycos and
others, the average is 2.5 terms. That suggests a
similar frequency distribution to LookSmart and Teoma."

This indicates a major shift in surfer's search
strategies: whereas the majority of searches were two
words or less about two years ago, users have obviously
become more sophisticated - or merely fed up with
millions of more often than not less than relevant
results spilled out by the search engines.

Obviously, this does not concern PFI and PPC strategies
alone: when selecting the list of search terms you want
to optimize your web pages for, you should take this new
search behavior into consideration.

If in doubt, check your own access logs for search engine
generated traffic, taking a close look at the http_referer
variable: visitors' search terms are usually conveyed within
this part of the data set. Most probably, you will come to
very similar conclusions: optimizing for single-term searches
may no longer be considered a viable strategy - real life
search may certainly offer a surprise or two!

Read the full article text here:
< http://www.clickz.com/search/opt/article.php/1464891 >
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
Yahoo! Singing Google's Song Forever- Or Not?
Buying Inktomi, Perhaps?
------------------------------------------------------
(rt) In a move widely seen as the great good-bye to its
own unique search results, Yahoo! has now fully
integrated Google's index: mixing it with its own
directory content, somewhat improving on the page
descriptions, the ranking algorithm generally presents
results almost indistinguishable from Google's.

And whereas Yahoo! has enjoyed a history of regularly
switching supplemental search results partners, a major
design change of this caliber practically precludes
further swaps in the forseeable future - so this
definitely seems to be for keeps. Which, of course,
makes sense from Yahoo!'s point of view seeing that
they are actively invested in Google's private company
anyway.

This toning down of Yahoo!'s proprietary directory
content obviously begs the question if webmasters will
be willing to cough up $299 for review and inclusion in
the Yahoo! directory in future ...

Here's Yahoo! info page on the subject:
< http://help.yahoo.com/help/us/ysearch/ysearch-22.html >
You may also want to read Danny Sullivan's take: 
< http://searchenginewatch.com/sereport/02/10-yahoo.html >
Also, see this piece by Chris of Search Engine
Optimization Support Forums:
< http://www.supportforums.org/modules.php?name=News&file
=article&sid=90 >
(Unwrap link text before clicking!)

But then again, maybe Yahoo! isn't going "Google
forever", after all: in this interesting article on
SFGate.com titled "Google grows up. Success of popular
search engine could threaten its alliance with Yahoo",
author Verne Kopytoff reports some very interesting
comments and developments indicating that Yahoo! may
not be all that happy about its recent extension of the
Google deal. Obviously the company has let it leak out
that they are looking into alternatives including the
possibility of buying their own search engine some day.

While not mentioned specifically, it seems to us that
one highly likely candidate might be venerable Inktomi,
whose coffers aren't exactly filled to the brim
currently whereas Yahoo!'s profits have soared again
only recently. Indeed Inktomi's strong presence in the
corporate intranet search industry and their well-
established pay-for-inclusion infrastructure could
blend almost seamlessly with Yahoo!'s present setup and
their general business philosophy. But of course, that
remains mere speculation for now.

Anyway, read the full article here:
< http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/
archive/2002/10/12/BU5913.DTL&type=business >
(Unwrap link text before clicking!)
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
fantomTip
Fighting It Out: Check Google Keyword Frequencies
------------------------------------------------------
(rt) Unsure about which keyword or search phrase to
optimize for? Would you prefer targeting the more
competitive one as it should potentially drive more
traffic? Or do you subscribe to the strategy that
aiming for the less frequent phrase will make it easier
to achieve good rankings? Here's a cool way to help you
decide. 

French search portal Abondance's Googlefight site lets
you enter two competing keywords or search phrases to
determine which one is featured how often in the Google
database. While not targeting SEO people so much rather
than surfers hoping for some fun results to compare
(vide their "Best Fights" list), this is a pretty good
on-the-fly tool to help you resolve keyword frequency
issues. And, it's available in a French version, too. 
< http://www.googlefight.com/ >
+++++++++++++++++++++++++++++++++++++++++++++++++++++++

<<<<<<<<<<<<<<<<< Sponsorship Notice >>>>>>>>>>>>>>>>>
THE ULTIMATE SEARCH ENGINE BOOK
And why you shouldn't miss out on this one -
a must-read for any webmaster!
------------------------------------------------------
This killer publication is setting an industry standard
for years to come.
Already, Mike Grehan's "Search Engine Marketing: The
essential best practice guide" is breaking all sales
records, and deservedly so!
This book offers a plethora of in-depth information you
won't find elsewhere. It can help you avoid numerous
costly traps tied to all that dated and faulty advice
circulating widely around the Internet.
Mike Grehan effectively debunks many of the search
engine optimization industry's fondest myths,
presenting realistic, viable alternatives instead.
If you're serious about efficient search engine
marketing, this is definitely the best book money can
buy. An indisputable must-read.
Check it out here:
< http://www.fantomaster.com/tj.cgi?ln=sem1 >
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>

======================================================
How to Generate Fillertext Content For Your Phantom
Pages and Shadow Domains
------------------------------------------------------
(rt) Phantom pages are web pages offering highly
optimized content intended for search engine spiders
only. Shadow Domains are dedicated web properties
focused on offering optimized content to search engines
while redirecting human visitors to another site,
typically a company's Core or main domain. So,
technically speaking, Shadow Domains are web sites
consisting entirely of cloaked pages not intended for
human perusal.

More often than not, cloaking or IP delivery is a must
for those companies whose web sites offer very little
of what search engine spiders have always preferred
ever since they were invented: text content.

Say you have a web site offering sports merchandise.
Basically, your setup consists of dynamically generated
catalogue pages feturing short product descriptions,
price tags and a shopping cart system. Beyond this,
your textual content is limited to category headers
("baseball caps", "golf club", "sports apparel", etc.)

In other words: search engine spiders have preciously
little to go on in their quest to determine what your
web site is actually about - and as a webmaster, you
for your part don't have a lot of leeway to inoculate
your pages with the keywords and search phrases you are
targeting. Considering that you're in a highly
competitive environment with thousands of other sites
offering very similar programs, it doesn't take a
genius to figure out that your chances at achieving
good-to-excellent search engine rankings are pretty
slim, and that's putting it very mildly.

Within this scenario, what you will want to do is to
set up an industrial-strength cloaking outfit to feed
the spiders what they need. You want to offer pages to
the crawlbots they will be really happy with: rich in
relevant content, with your targeted keywords or search
phrases included at a good keyword density, featured in
the page titles, in meta tags, site links, etc.

As these pages aren't intended for human consumption
anyway, the actual text used needn't really make
"sense" in any grammatical meaning of the word as long
as its semantic content is fairly relevant to your
pages' focus. Thus, you will, for example, want to
avoid using text highly biased towards an in-depth
discussion of web server security or hospital hygiene
if you're actually targeting searchers interested in
Dale Earnhardt sport socks, SF Giants World Series 2002
Custom Road Replica Jerseys or National Hockey League
collectibles, to name but a few typical sports items.

Which, of course, places you squarely between a rock
and a hard place: if you had all that content at your
fingertips, you wouldn't have to go for IP delivery in
the first place, right? Right! However, there are ways
out of this predicament. Indeed, there's lot of freely
available content out there on the Web you can make use
of anytime.

Getting started
---------------
Say you are targeting golf sports related search
phrases in your search engine optimization efforts
because you are selling PGA related merchandise on
your web site.

Step 1: Selecting Relevant Content
----------------------------------
Select a major search engine and enter a general search
phrase related to your pages' overall PGA theme, e.g.
"golf", "golf tournaments", "golf rules", "PGA", and,
even better: "golf glossary".

Now, visit say the top 10 web sites featured in the
SERPs, select any pages rich in relevant textual
content and download or whack them.

Step 2: Generating Relevant Fillertext
--------------------------------------
2.1 Next, concatenate the whacked pages into a single
plain text file. You will now have a raw fillertext
file for your phantom pages which, however will still
require a fair bit of processing to be truly useful.

Hold it! Isn't this illegal copyright violation?
------------------------------------------------
It might very well be if you simply used copyright
protected content whacked from competitors' or any other
web sites as is, i.e. without further processing. This
would be plain piracy, and we're certainly not going to
advise you to go for it: ethics aside, the Web would
make it really very easy to find you out if you were
careless (or dumb) enough to simply use other people's
content without their permission.

However, this isn't required at all. Instead, what you
will have to convert your whacked content into is a
topically focused "text corpus":

2.2 Strip the content of all HTML tags, e-mail
addresses, links or URLs, JavaScript code, SSI code,
and similar.

2.3 Now, sanitize it by eliminating all trademarks,
company names, personal names and copyright notices.
(Obviously you will not want to exclude those
trademarks and product names directly related to your
catalogue of products.)

2.4. Next, delete any other stuff you don't want to see
your products associated with: this could be web page
navigation code or system messages (e.g. "Go to top",
"Your browser does not support frames", etc.), sexually
explicit language, or anything else deemed highly
irrelevant to a "natural language" environment focused
on your targeted search terms.

2.5 Finally, juggle the text file, e.g. by chopping
sentences in half and sorting the result by alphabet,
by size, or whatever algorithm you prefer.

Seeing that your typical text will have been culled
from several, probably hundreds of relevant web pages,
after which it is processed with lots of stuff deleted
and the results being re-sorted, this will effectively
render the original copyrighted material quite
unrecognizable. In fact, there will be no "copyrighted"
(nor, for that matter, copyrightable) material left at
all, and bingo - you're perfectly legal! (If in doubt,
consult a lawyer versed in local and international
copyright matters - this article refuses to be
construed as binding legal advice!)

You have now created a highly relevant, topical fillertext
file for all your golf related merchandise. Let's say you
have named it "filler_golf.txt".

Obviously, you will proceed in a similar manner for all
other themes or product categories you want to optimize
for, thus generating several different fillertext files.
These would be stored under different names, e.g.
"filler_baseball.txt", "filler_football.txt", etc.

A note on size
--------------
If you plan on creating a large number of phantom
pages, as you actually should (after all, search engine
optimization is really a number game), make sure you
create a fairly large fillertext file per set of
targeted topics. The reason for this is that you will
want to generate only unique pages with as great a
variety of content as possible. This will also
dramatically increase the traffic your phantom pages
will attract for search term combinations you may not
have thought of initially. (Check your current logs for
search engine generated traffic and you will very
probably find lots of search phrases - some more, some
less weird - you wouldn't even have dared targeting!)

By way of a rule of thumb a good Shadow Domain should
work from a fillertext file of at least 2-5 MB
sanitized content to ensure variety and uniqueness of
pages. This will normally entail downloading around
20-50 MB of unprocessed, raw HTML pages.

Step 3: Creating Phantom Pages
------------------------------
Based on your newly created fillertext file, you can
now proceed with creating your phantom pages proper:
simply cut and paste parts from your fillertext into
your HTML page template and sprinkle it with your
targeted search phrases (a maximum of two distinct
search phrases per page has proven the most effective
strategy) until you achieve your targeted keyword
density.

Don't forget to add your search phrases in your page
titles, and do crosslink your phantom pages as well as
search engines notoriously dislike orphaned pages.


If you feel that the above seems like a daunting chore,
you're right: depending on the type of site you are
optimizing for, it may cost you quite a bit of effort
to set up a decent, effective IP delivery
infrastructure.

Thankfully, there's some software around which can help
you save tons of time in the process.

Splitting and sorting the text is a task most word
processors and the more powerful text editors can perform
for you.

If you want to automate the process of keyword density
generation, we recommend our own fantomas keyMixer(TM).
More info on this program is available here:
< http://fantomaster.com/fakeymixer0.html >

The fantomas keyMixer(TM) is part and parcel of both our
fantomas Webmaster Suite(TM):
< http://fantomaster.com/fawmsuite0.html >
and our fantomas Super Suite(TM):
< http://fantomaster.com/fasupersuite0.html >

And finally, if you want to automate the whole process
from A to Z, we suggest you contact us so we can inform
you of the forthcoming launch of our fantomas
shadowMaker(TM) program. This powerful server based
application lets you generate an unlimited number of
highly optimized Shadow Domains in a whiffy.

The fantomas shadowMaker(TM) will offer the following
selection of features (and then some):
* Automatic selection of relevant URLs.
* Whacking of relevant fillertext raw content.
* Automatic sanitization and processing of raw content to
  create fully usable fillertext files.
* Generation of an unlimited number of crosslinked
  phantom pages (10,000 pages per hour and more!) with
  predefined keyword density and page weight (both 
  fully customizable).
* Automatic submission of phantom pages to the search
  engines.
* Automatic recognition of search engine spiders, working
  from the world's largest spider database, with human
  visitors being reliably redirected by search term to 
  any target URL you care to define.

What's more, it is fully customizable - once you have
installed it, you will never require any other cloaking
software again.

If you're interested in being notified when the
fantomas shadowMaker(TM) is launched, please send a
blank e-mail mesagge to:

shadowmakerinfo@fantomaster.com 
< mailto:shadowmakerinfo@fantomaster.com >
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
fantomTip
"PageRank Uncovered", New Edition (ver. 3.0)
------------------------------------------------------
(rt) It's a full year of additional research plus two
additional editors which has turned that classic,
"PageRank Explained", into "PageRank Uncovered".
Written and theorised by Chris Ridings and Mike
Shishigin, edited by Jill Whalen, with technical
editing conducted by Yuri Baranov, this free PDF report
is the most comprehensive analysis and explanation of
Google's PageRank algorithm extant. The editorial boast
"if it's not in here then it probably isn't about
PageRank" thankfully proves to be no exaggeration at
all: this is a must read for everyone interested in
search engine optimization for Google.

The new edition includes: 
* A description of the principles of PageRank and how
  they are derived.
* What difference links make: internal and external.
* What PageRank is worth, and when! (This is probably
  one of the most misunderstood aspects of PageRank).
* How the calculations must be done.
* An interview with Google.
* How Google can influence the calculations, when and
  why.
* How Google can speed up the calculations.

"We hope to present PageRank in a way that gets across
everything you could possibly need to know - without
baffling you," it says right at the start. "However, if
you want to know the extremely technical stuff, then
we’ll give you that at the end." The latter part
includes a whole set of Excel spreadsheets (to be
downloaded separately as a ZIP file) giving numerical
examples for the more technical outlines found in the
latter part of the text.

One of the most notable statements in this 56 page
report is the following: "PageRank’s weighting factor
is undeniably declining." There is a lot to indicate
that this is indeed the case, and thus the report
rightly warns readers not to overestimate PageRank,
pointing out correctly that a good PageRank will not of
necessity guarantee a high ranking for your site. The
report also presents us with a critical assessment of
the basically flawed logic PageRank is catering to,
exposing it as a blatant form of circular reasoning.

Nevertheless, this e-book is definitely not about
PageRank bashing. Rather, it offers a sober, down to
earth and hype-free, in-depth assessment of the issues
involved in covering Google's specific ranking
algorithm, showing its limits as much as its
possibilities and, perhaps most importantly, explaining
when targeting a better PageRank may not be a
webmaster's first let alone best choice: this can help
you no end in keeping the headache out of SEO for
Google and others!

An excellent, immensely readable study, easy to
understand for the layman, yet profound and detailed
enough for those who are interested in the mathematics
and the gory technicalities involved. No mean feat,
considering the subject matter's steep degree of
complexity. Highly recommended.

Get your free copy here: 
< http://www.supportforums.org/pagerank >
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
fantomSpot: Featured SE Site
"Real Language Search At AnswerBus"
------------------------------------------------------
In their own words, "AnswerBus is an open-domain
question answering system (QA) based on sentence level
information retrieval. It accepts your questions in
natural languages and extracts answers from the Web.
AnswerBus usually takes natural language questions
instead of search query. It returns answers in a short
list of sentences while search engines return lists of
documents."
It was (and is being) written by Zhiping Zheng who also
published a couple of academic papers on the subject of
developing web based question-and-answer systems.
Check it out here:
< http://www.answerbus.com >
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
Module mod_rewrite: Rewriting URLs With Query Strings
------------------------------------------------------
(bro) The Apache server's module mod_rewrite is
typically used to rewrite one URL to turn it into
another one.

Example:
--------
RewriteRule ^index\.html$ homepage.html

"^index\.html$" is a regular expression.
"^" represents the beginning and "$" the end of a
string.
The dot "." in a regular expression is a meta symbol
(wildcard) and signifies any random character.
If you want to use an actual, real period/dot "."
character, you will have to mask it with a preceding
backslash.

The next example is slightly more complicated:

RewriteRule ^(.*)/(.*)/(.*)/(.*)$  shop.cgi?$1=$2&$3=$4

This rule rewrites URL:
< http://www.yourdomain.com/cat/cars/product/bmw >

into:
< http://www.yourdomain.com/shop.cgi?cat=cars&product=bmw >

This way, you can submit static URLs (the first one
in our example above) to the search engines, with
visitors still being directed to a cgi script with
dynamic parameters.

The two examples above are part and parcel of
mod_rewrite's standard features.

Matters tend to get more sophisticated and involved,
however, if you want to redirect URLs with different
tags to various different web pages. This procedure
will now be explained in detail.

For a practical example, let's consider three PPC
campaigns with Overture. In Overture's admin center
your will assign your domain's URL, followed by unique
tags to track the traffic generated, e.g.:

http://www.yourdomain.com/?ov1
http://www.yourdomain.com/?ov2
http://www.yourdomain.com/?ov3

Overture actually recommends tracking URLs. However, we
don't want to restrict ourselves to mere traffic
analysis, we also want to guide visitors to different
pages.

To this effect, the following ".htaccess" file entries
are generated:

RewriteEngine on
Options +FollowSymlinks
RewriteBase /
RewriteCond %{QUERY_STRING}  ^ov1$
RewriteRule ^$ /product1.html [L]
RewriteCond %{QUERY_STRING}  ^ov2$
RewriteRule ^$ /product2.html [L]
RewriteCond %{QUERY_STRING}  ^ov3$
RewriteRule ^$ /product3.html [L]

This code example makes use of rewrite conditions by
analyzing the query string, i.e, everything following
the question mark "?" character.

Our line:

RewriteCond %{QUERY_STRING} ^ov1$

is made up of the following three parts:

  Directive: "RewriteCond"
 TestString: "%{QUERY_STRING}"
CondPattern: "^ov1$"

TestString is a server variable. CondPattern is a
regular expression. "^" represents the beginning and
"$" the end of a string.

It follows that the query string must exactly be "ov1"
and nothing else. For example, "ov11", would not
work: in this case, the condition would not be met.

The next line:

RewriteRule ^$ /product1.html [L]

will rewrite the URL "^$" into the new URL
"/product1.html".

The regular expression "^$" matches, if there is no
file name included in the URL. This is exactly the case
for these URLs:

http://www.yourdomain.com/?ov1
http://www.yourdomain.com/?ov2
http://www.yourdomain.com/?ov3

Here, we only have the domain name, followed by
"/?ov1", etc. Thus, there is no file name included.

A URL like the following:

http://www.yourdomain.com/page1.html?ov1

will not match the condition.

The [L] flag stops the rewriting process
if a condition matches.

You can achieve an even shorter form by making use of
backreferences, e.g.:

RewriteEngine on
Options +FollowSymlinks
RewriteBase /
RewriteCond %{QUERY_STRING}  ^ov(1)$ [or]
RewriteCond %{QUERY_STRING}  ^ov(2)$ [or]
RewriteCond %{QUERY_STRING}  ^ov(3)$
RewriteRule ^$ /product%1.html? [L]

By adding the brackets in "ov(1)", etc. the value
included within brackets can be stored in a variable.
This variable can then be used for further processing.

In our second example further above:

RewriteRule ^(.*)/(.*)/(.*)/(.*)$  shop.cgi?$1=$2&$3=$4

we worked with backreferences already. Here, the
variables were "$1", "$2", etc.

If you want to make use of variables from a RewriteCond
entry in the following RewriteRule, the variables have
to adhere to the syntax "%1", "%2", etc.

There's a further detail to be found in the expression
"/product%1.html?": the trailing question mark "?"
character will inhibit transfer of the the query string
from the old to the new URL. Without this trailing "?"
character, we would get the following results:

old URL - http://www.yourdomain.com/?ov1
new URL - http://www.yourdomain.com/product1.html?ov1

As you can see, the query string "ov1" would be added
to the new URL, which is not desirable.

The above goes to illustrate how you can make use of
very sparse mod_rewrite syntax to efficiently
manipulate URLs for your SEO campaigns.
++++++++++++++++++++++++++++++++++++++++++++++++++++++

<<<<<<<<<<<<<<<<< Sponsorship Notice >>>>>>>>>>>>>>>>>
WHY META TAGS WON'T GET YOU IN THE TOP 10 -
HOW TO WIN THE SEARCH ENGINE WARS
------------------------------------------------------
Learn why meta tags alone won't get you in the top 10 -
and what you can actually do about it.
Read the industry's most subscribed newsletter and book
on how to win the search engine wars:
< http://www.fantomaster.com/tj.cgi?ln=sh >
<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>

======================================================
fantomTip
Korean Google Blog
------------------
(rt) Here's a Blog site covering all things Google in
Korean language: 
< http://google.pe.kr/ >
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
fantomFAQ
Oversubmitting Competitors' Pages
------------------------------------------------------
Q: About competitors: if someone should keep submitting
a URL that they wish to have dropped, from just about
any search engine, wouldn't the engines think that they
were getting spammed and then drop the URL(s)?

A: Formerly this used to be a pretty effective
technique to bump off your competitors' sites.
Nowadays, however, the engines have implemented filters
against just that. Sites, IPs and even whole IP ranges
do still get banned for oversubmission, but as far as
we can discern this relates to different pages with
identical content, and relevancy factors taken into
account as well. Also, don't forget that submissions
are traceable: if any one of the contending parties
should pursue the matter in a professional manner, the
culprits might easily be found out unless they're into
IP spoofing, which, however, is technically pretty
sophisticated (more than you average mouse pusher would
ever wish to know about) and highly illegal in most
civilized jurisdictions to boot.
So, in a nutshell: it's nothing to be worried about any
longer.
++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
The Search Engine Grapevine: News 'n Stuff
------------------------------------------------------
Inktomi In A Rut? Analysts Sceptical
------------------------------------
All's not well with Inktomi, once the world's largest
search engine: after losing their partnership with AOL
and not regaining, as they obviously had hoped, their
old status as a supplier of Yahoo!'s web search
results, plus a string of business deals gone sour
(e.g. their recent real estate flop) in a downturn
economy, there's hardly anyone around nurturing an
optimistic view of Inktomi's future prospects.
Read "Inktomi fights uphill battle" by David Shabelman,
featured on TheDeal.com for an in-depth view of what's
ailing the company - and what little time they have
left to resolve the issue.
Full text article:
< http://www.thedeal.com/NASApp/cs/ContentServer?
pagename=TheDeal/TDDArticle/TDStandardArticle&Box1=
NULL&Box2=NULL&banner=NULL&c=TDDArticle&cid=
1034526225209 >
(Unwrap link text before clicking!)

Google to Charge For Search?
----------------------------
The online version of British daily The Telegraph
reports that Google is considering charging fees for
parts of its search services, notably its recently
implemented Google News feature.
Another interesting tidbit: according to Google, they
are now making about two thirds of their revenue from
the AdWords program.
More info:
< http://www.telegraph.co.uk/connected/main.jhtml?
view=DETAILS&grid=P8&targetRule=10&xml=%2Fconnected%2F
2002%2F10%2F04%2Fecngoog.xml >
(Unwrap link text before clicking!) 

Google: Fat, Greedy and Unscrupulous?
-------------------------------------
Seems that the fun didn't last too long: Robert Massa
of SearchKing's PR Ad Network had hardly announced that
he was selling text ads on pages with a high PageRank
rating, when Google set his network's pages to PR0.
Censorship? Lack of humor? Googlers on a decidedly
macho power trip, hitting left, right and center at the
little guys? Or just one truly funny giant
conincidence? The discussion is on - and it certainly
seems that Google, up until recently everybody's
darling, isn't looking too good, let alone innocent,
anymore.
Follow the Cre8asite Forums debate here:
< http://webworkshop.net/cre8asite/viewtopic.php?
t=219 >
(Unwrap link text before clicking!)
Also, read the first interview, "Google Zot", with Bob
Massa on this issue to get it straight from the horse's
mouth:
< http://www.supportforums.org/article82.html >
You may also want to read Jill Whalen's somewhat
different take on this, look for her article "PageRank
Penalties":
< http://www.highrankings.com/issue029.htm >

Kartoo Goes Spanish
-------------------
Abondance's French search engine newsletter ActuMoteurs
reports that geographical search engine Kartoo has
implemented a Spanisch version.
More info (in French):
< http://actu.abondance.com/2002-40/kartoo-es.html >
Check out Kartoo's Spanish site directly here:
< http://www.kartoo.com/es/kartoo.html >

Looksmart's Revision of Wisenut - Heading For More
--------------------------------------------------
Chris Sherman of SearchDay features an interesting
article on Looksmart's policy regarding their recently
acquired Wisenut search engine. This acquisition
basically turned Looksmart into a hybrid: a human
edited directory (Looksmart proper, and their amateur
support forum at Zeal.com) combined with one of the
Web's most aggressive spider engines. Seems that we're
in for a surprise or two regarding this search property
in the near future.
Full text:
< http://searchenginewatch.com/searchday/02/sd0930-
wisenut.html >
(Unwrap link text before clicking!) 

Is Google's PageRank Nearing Death?
-----------------------------------
Here's an interesting ongoing discussion on what
happened to Google's famed PageRank algorithm and why
its demise might be nearer than most people would
expect.
Note that this debate is still very much speculative
and far from conclusive, but it does raise a number of
shrewd questions.
Webmaster World Search Engine Forums:
< http://www.webmasterworld.com/forum3/5646.htm >

Review of MSN Search + Search Engine Showdown Weblog
----------------------------------------------------
Here's an extensive breakdown of MSN's search function
by Greg R. Notess: an invaluable resource for anyone
interested in optimizing for Inktomi/MSN.
Greg's Search Engine Showdown site has also launched a new
weblog where he will post his insights and comments at a
higher frequency than before.
Full article:
< http://www.searchengineshowdown.com/features/msn/
review.html >
(Unwrap link text before clicking!)
Check out the Search Engine Showdown weblog here:
< http://www.searchengineshowdown.com/ >

NetTrends: Why the Search Engine Is Not Always Right
----------------------------------------------------
This Forbes article discusses the issues involved in
Google's link popularity algorithm, focusing on false
links (both intended and involuntary), explaining why
Google results aren't always as relevant and dead on
target as is commonly held.
Full text:
< http://www.forbes.com/business/newswire/2002/09/26/
rtr733157.html >
(Unwrap link text before clicking!)

Free Google Dance Alert By E-Mail
------------------------------------------------------
The "Google Dance" is a fairly recent SEO
technical term describing Google's index update phase,
during which search results are rather wobbly.
Typically, it will take about a week, and while it will
usually start sometime at the beginning of each month,
this has been seen to vary considerably. Thus, it makes
sense to implement a mechanism informing SEOs and
interested webmasters alike when the Google Dance has
begun - which is what this free service does. 
Check them out here:
< http://www.fm-transmitter.com/google-dance/# >

Meta Search Engines: A Comprehensive Overview
---------------------------------------------
Here's an important article discussing meta search
engines and listing them with all their attributes. 
Since major metas like DogPile, Mamma and others have
resorted to featuring PPC results from Overture,
FindWhat and the like, webmasters should take them into
consideration when planning their PPC strategies. 
Full text:
< http://searchenginewatch.com/searchday/02/sd0918
-meta1.html >
(Unwrap link text before clicking!)

"Go to hell, Microsoft, AOL!" said Google
-----------------------------------------
Up until their recent indexing run, if you entered "go
to hell" (include quotes) in Google's search box, you
would get Microsoft's "Where Do You Want to Go Today?"
on position #1 with AOL's "Welcome to AOL Anywhere"
page a close third.
Was this yet another proof of Google's search results'
purportedly uncanny relevance?
Well, maybe it actually was, though this obviously begs
the question why results have changed during the recent
Google dance ...
Being aware of the fact that Google's index tends to be
pretty wobbly, we did store some exclusive screenshot
here for some proof positive:
< http://fantomaster.com/google-hell-search.html >

Simple Search Engine Savvy
--------------------------
Here's a good introductory article to "everyman's SEO"
by Michel Fortin. While it doesn't cover all the
fineries of the trade, it's very much down to earth and
hands on. Recommended.
More info:
< http://www.stickysauce.com/articles/searchenginetips/
savvy.htm > 
(Unwrap link text before clicking!)

Looksmart To Feed MSN And AltaVista
-----------------------------------
Looksmart announced that it has struck deal extensions
with Microsoft's MSN portal and with search engine
AltaVista to supply search results and small business
listings. The contract with MSN was extended through
Dec. 3, 2003, replacing an earlier five-year contract.
AltaVista renewed its contract through August 2003.
Source:
< http://zdnet.com.com/2110-1106-958277.html >
++++++++++++++++++++++++++++++++++++++++++++++++++++++

======================================================
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HOW TO WIN THE SEARCH ENGINE WARS
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and what you can do about it. 
Read the industry's most subscribed newsletter and book
on how to win the search engine wars: 
< http://www.fantomaster.com/tj.cgi?ln=sh >
~~~~~~~~
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++++++++++++++++++++++++++++++++++++++++++++++++++++++


======================================================
Guest Columnist
Michael Wong: "Is Lycos InSite Pro Paid Inclusion
               Worth It?"
------------------------------------------------------
Intro:
Michael Wong is a successful and respected search
engine optimization specialist, and author of several
search engine books.
< http://www.SearchEngineOptimizationStrategies.com >
Mike is also the Editor of Mike's Marketing Tools, the
leading review site for the very best web marketing
tools. Visit his web site at: 
< http://www.Mikes-Marketing-Tools.com >
-------------------------------------------------------

In this article I will show you the results of my test
with the Lycos InSite Pro paid inclusion site
submission program.

I recently tested the Lycos InSite Pro paid inclusion
system. InSite Pro offers guaranteed inclusion in the
Lycos web index within 48 hours of submission, and full
refresh of my web pages every 48 hours.

Lycos InSite Pro offers two packages:
* 1-250 Pages: $189.00/month 
* 251-500 Pages: $279.00/month

I opted for the $279/month plan. I have about 500 pages
of content across my network of sites and wanted all of
them indexed in Lycos.

The Results
-----------
Lycos currently do not provide keyword, impression or
click-through stats, although they do intend to offer
them in the near future.

So I checked my traffic stats according to my
WebTrendsLive reports. I was shocked to find that Lycos
only sent 41 visitors in the first 2 weeks of indexing
my site. During the same period, Google sent me
thousands of visitors.

Hence, I wrote to Lycos and asked if they could provide
access to click through stats for my account. I wanted
to double check, just in case my stats were wrong. They
couldn't.

I also asked what I could change in my pages to get
more traffic.

Here's their helpful reply:
"Every entry in the Lycos index is created by automated
software called a 'spider.' When a Web page is
submitted to Lycos, the spider examines the full text
of the page and determines relevant keywords based on
its composition.
The spider will pay close attention to the components
of the URL, the TITLE tag, headings and subheadings,
frequency of word use, location of words on the Web
page, and the distance between words.
If your Web page contains frames, our spider will be
able to index the text in the section only. We cannot
examine the pages within your frame.
Once our software has extracted this information, an
abstract is created and stored in the Lycos index. Our
search software ranks the search results by considering
a combination of the factors listed above. Web pages
with fewer than 100 words of text are less likely to be
found in a Lycos search."

Read that again in case you missed anything.

Note that the Lycos spider pays close attention to the
URL. So if you ever wondered if search engines took
into account keywords in URLs, you now know the truth.
Another important point is that your pages should
contain 100 words or more, otherwise it's unlikely to
be found in Lycos.

For some unknown reason Lycos doesn't like my web
pages.

There's nothing new in their reply that suggests I have
not optimized my web pages in the correct manner to
achieve top rankings in Lycos.

Thankfully, Google does like my pages, so I don't
intend to change my pages just to cater to the Lycos
ranking algorithm.

In case you're wondering, I have canceled my Lycos
InSite Pro subscription. But that shouldn't come as a
surprise. ;o)

---
© Copyright 2002 by Michael Wong. All Rights Reserved
++++++++++++++++++++++++++++++++++++++++++++++++++++++


-----------------------------------------
How to Be Featured as Our Guest Columnist
-----------------------------------------
While we welcome all pertinent contributions, we
strongly suggest you read our "Article Submission
Authors Guidelines" before submitting an article. You
can request them by email from here:
< fnsubmissionguide@fantomaster.com >
++++++++++++++++++++++++++++++++++++++++++++++++++++++

<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>
fantomAd
--------
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Featuring the world's most comprehensive database of
search engine IPs (spiders and others), the fantomas
spiderSpy(TM) is an inexorable prerequisite for
professional SE research, spider development, cloaking
technology and more.
While the database is still very much in its initial
expansion phase, it features literally thousands of
spiders, being updated every 6 hours.
Take advantage of our current ultra cool introductory
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<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>

<<<<<<<<<<<<<<<<< Sponsorship Notice >>>>>>>>>>>>>>>>>
KEEP ON TRACKIN'! 
REAL-LIFE SEARCH TERMS ARE A GOLDMINE: 
Get realistic, get visited!
------------------------------------------------------
Merely fantasizing about which search terms people may
actually use to find your site is wishful thinking:
it will effectively kill your marketing efforts and
drain your resources without significant cash returns.
So track real-life search phrases and keywords, get
free reports on what people are really searching for!
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Presenting the Net's best search term reference
service ... but read on here: 
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<<<<<<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>>>>>>>>

======================================================
Spider IPs: Lots of New Naver Spiders Detected
            Plus - New Ask Jeeves Spiders
            Plus - Lots of New Exotic Spiders
------------------------------------------------------
(bro) Here's a verified list of Naver spiders:

#SE Naver (KR)
#UA dloader(NaverRobot)/1.0
61.78.61.162
#UA dloader(NaverRobot)/1.0
61.78.61.165
#UA dloader(NaverRobot)/1.0
61.78.61.169
#UA dloader(NaverRobot)/1.0
61.78.61.176
#UA dloader(NaverRobot)/1.0
61.78.61.192
#UA dloader(NaverRobot)/1.0
61.78.61.194
#UA dloader(NaverRobot)/1.0
61.78.61.206
#UA dloader(NaverRobot)/1.0
61.78.61.230
#UA dloader(NaverRobot)/1.0
211.216.216.31
#UA dloader(NaverRobot)/1.0
211.216.216.32
#UA dloader(NaverRobot)/1.0
211.216.216.83
#UA dloader(NaverRobot)/1.0
211.216.216.92
#UA dloader(NaverRobot)/1.0
218.145.63.21
#UA dloader(NaverRobot)/1.0
218.145.63.22
#UA dloader(NaverRobot)/1.0
218.145.63.31
#UA dloader(NaverRobot)/1.0
218.145.63.81
#UA dloader(NaverRobot)/1.0
218.145.63.91
#UA dloader(NaverRobot)/1.0
218.145.63.162

Here's a verified list of new Ask Jeeves spiders:

#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd402.directhit.com
65.214.36.152
#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd403.directhit.com
65.214.36.153
#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd404.directhit.com
65.214.36.154
#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd406.directhit.com
65.214.36.156
#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd407.directhit.com
65.214.36.157
#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd408.directhit.com
65.214.36.158
#UA Mozilla/2.0 (compatible; Ask Jeeves)
egspd409.directhit.com
65.214.36.159

And finally, here are some new exotic spiders:

#SE bCentral (US)
#UA bCentral Billing Post-Process
atrium6-1.bcentral.com
216.75.194.36
#UA bCentral Billing Post-Process
atrium7-1.bcentral.com
216.75.194.37

#SE Gigablast (US)
#UA Gigabot/1.0
130.eu.gigablast.com
217.75.103.130

#SE Scrub The Web (US)
#UA Scrubby/2.1 (http://www.scrubtheweb.com/)
scrubtheweb.com
208.145.190.250
#UA Scrubby/2.2 (http://www.scrubtheweb.com/)
208.145.190.254
++++++++++++++++++++++++++++++++++++++++++++++++++++++


-----------
fN Archives
-----------
Review or download previous issues of fN here:
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For a contents list of all fN issues check:
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******************************************************
      Publishers: fantomaster.com
 Editor-in-Chief: Ralph Tegtmeier M.A. (rt)
Technical Editor: Dr. D. Brockhausen (bro)
                 < http://brocon.com >
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G. Jentzsch (gj), M. Preuss (mp), A. Schmid (as),
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mailto:fantomNews@fantomaster.com
   URL:< http://www.fantomaster.com >
------------------------
List of Guest Columnists
------------------------
Gabe Weinberg (vol. 1/issue 001)
Linda Cox (vol. 1/issue 002+ vol. 2/issue 011)
Robert Woodhead (vol. 1/issues 003+004)
Lee Traupel (vol. 1/issue 005)
Robin Nobles (vol. 2/issues 009+010)
Phil Stark (vol. 2/issue 010)
David Dimas (vol. 2/issue 012)
David Gikandi (vol. 2/issue 012)
Eric Lander (vol. 3/issue 013)
Mike Grehan (vol. 3/issue 014+015+016)
Michael Wong (vol. 3/issue 017)
******************************************************
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    All rights reserved.
======================================================

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