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43 I do not try to promote the latest search spamming techniques in this e-book for the following reasons: • They are the most likely to quickly change. Some things that are cutting-edge and effective today can become ineffective and actually hurt you tomorrow. • Some of them can be damaging to your brand. • Aggressive techniques are the some of the most likely techniques to get your site banned. • Some things are told to me as a secret, and if they are made openly available to anyone (including search engine engineers—some who have read this e-book), then they lose their value, and I lose my friends and resources. • I do not have a lot of experience with exceptionally aggressive promotional techniques, as I have not needed them to rank well in most the markets I worked in. • People who use aggressive techniques are not evil or bad, but I cannot possibly put accurate, current, useful, and risky information out to everyone in an e-book format and expect it to not cause problems for some people. • To me, effective web promotion is balancing risk versus reward. SEOBook.com got on the first page of Google for SEO within nine months of making the site, with less than $5,000 spent on promotion. Most sites do not need to use overly aggressive and risky promotional techniques. SEO works so well because most sites on the web do not actively practice effective SEO. Choosing a Domain Name Optional Business Models Many web-based businesses fail because they do not have a functional business model. Before you even choose a name for your site you should know your target audience, what you intend to sell to them, and what will make your business idea unique or different than everything else that is already on the market. You can still make significant profits without being sure what you want to sell if you can solve large problems and make life easier for a group of targeted people. At any level, you still have to know your goals and the reasons why you are creating a site. What makes your site different than the millions of sites already published? My first few sites failed because they had no functional business models. They added little value to the web. That is not to say that I didn't learn from them, because I did, but they led me to creating this one. If you are uncertain of yourself, don't be afraid to create multiple channels just to try them out. If you know you want to do something for the long run, you may want to spend a bit of time Before you pick a domain name, it helps to know your target audience, what you intend to sell to them, and what makes your site unique or different than everything else that is already on the market.