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Present And Future Value

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There are many services out there that offer to sell you keyword ownership - specifically premium keyword ownership - for the cost of a few hundred dollars every year. The primary selling point used by these companies is that if anyone happens to type the keyword you have purchased into the address bar of their internet browser, then they will automatically be sent directly to your website. There are, in fact, about 2 percent of internet users around the globe who have this ability enabled on their computers, since it specifically requires certain element such as Internet Explorer.



Studies have shown that approximately 4 to 7 percent of all search queries are done by way of a keyword being entered into the address bar of the internet browser being used. For Internet Explorer users, any search queries performed using the address bar are defaulted to an MSN search. However, over time, most of us have installed a good deal of additional software onto our computers, allowing for such searches to be re-routed to other search portals. This is often a sign of having installed a file sharing software. Among the spyware and potential for viruses, worms, and other undesirable additions to your computer, by installing a program such as Limeware, Morpheus, or Kazaa, you may have altered your default search in your address bar from MSN to a different portal altogether.

Of the queries that are entered into the address bar, approximately 50 percent of them are the result of having accidentally mistyped their desired URL, therefore instigating a keyword search. This accounts for the between 2 and 4 percent of internet users who actually use the address bar to perform their searches.

To understand the way that this functions, it is important to know how address bars work. There are many different companies offering the ownership of keywords. So many, in fact, that they are able to compete with each other, and even sell the very same keywords, only to different search companies. This being said, it means that if you buy a keyword, then depending on the company you buy it from, they may only make the search available to those specific internet users who have installed that company's unique proprietary address bar plug-in. This makes the total number of people quite low for entering your keyword into the address bar and then find your site.

Though it is up to you whether you choose to use keyword ownership among your online marketing techniques, it is vital that you keep yourself informed of the actual potential that this method will offer you. Never hesitate to ask questions of the company you're considering, and if anything looks fishy or not as appealing as it should, simply walk away. There is lots of competition out there, and there is surely someone who will be willing to make you a better deal.

A marketing strategy based on keyword ownership is difficult to measure. After all, many of the tools for the process are not interchangeable, there are many competing companies all selling the same companies to your competition, and your target of internet users is quite small in the first place. It can easily happen that all of the money you spend on such keyword ownership will lead to absolutely nothing.

In competition with these keyword ownership businesses are the search engines themselves; specifically those who have their own toolbars. Many of the major search engines offer a downloadable toolbar that allows you to enter keywords and run searches quickly and easily. You are then presented with that search engine's range of closest matches from all of their indexed websites. Not only does this not cost anything, but more than one keyword possibility can lead to your site.

As you can see, it is quite clear that keyword ownership can be quite the tricky business and must be managed with the utmost research and technical knowledge if any notable gains are to be witnessed
Present And Future Value
In the Forward to Jacob Liberman's book, Light - Medicine of the Future, John Ott, a pioneer in the field of photobiology, asks the question, "Are we to totally discount our own abilities to see, hear and feel our everyday experience, trusting only the findings of others who differ from us in their view of reality?" 1 The "real" is often hidden beneath the exceptional. The optical illusions researched by Goethe were accurate illustrations of the behavior of light. We must be open to new insights. Present day scientific methods are not eternal. They do not have the final answer and so cannot be allowed to be an absolute norm for what is scientific.

Jacob Liberman is an Optometrist and also holds a Ph.D. in vision science that he received for his pioneering work in phototherapy. He worked out of the Aspen Center for Energy Medicine in Aspen, Colorado, where he was president of the College of Syntonic Optometry, and also of Universal Light Technologies Limited, a company that researched and developed photo therapeutic devices for healing. As the year 2008 begins he lives in Hawaii and continues to do extensive personal consultations.

His approach integrates scientific research, clinical experience, and his own intuitive insights. The college that he led has advocated the use of light therapy by way of the eyes since its inception in the 1930's. His own painful life experiences led him to a number of insights. First of all, he states that most of what life reveals to us comes when we are not looking for anything specific. In fact when we are too specific, too narrow in terms of what we are looking for, we tend to miss everything we were not looking for. "People are meant to see passively not actively....our eyes are meant to see for us, if we let them...vision is meant to be effortless." (xx) As a result of this insight he stopped wearing glasses and began to actively experiment with the workings of his mind, especially with the integration of mind and eyes, the relationship between the inner and the outer light.

In 1977 he learned of a specific form of light therapy called Syntonics that "therapeutically utilizes different portions of the visible light spectrum to treat, by way of the eyes, an array of bodily conditions." (xxi) He attended a course at the College of Syntonic Optometry and thus began his life's work. Liberman concludes the Preface to his book with a concise statement of the basic assumptions upon which his book is written: "Our task is to take in and utilize light so that we may merge with our true selves and our destiny, thus facilitating the healing of our planet. As each of us becomes whole we radiate light - light from within - unimpeded by our self-imposed emotional and physical blocks. The medicine of the future is light. We are healing ourselves with that which is our essence." (xxii)

His book is all about the science of light, a science that synthesizes scientific knowledge, intuitive knowing, health and personal evolution. Liberman uses the term "science" in its original Latin derivation, that is, "knowledge" and he includes induction, deduction, and intuition as all equal and reliable ways of knowing. He appears to rely most heavily on intuition as the beginning of the scientific process. That is not an unusual stance. In the late nineteenth century, the great philosopher and educator, John Dewey, wrote that all knowing, all science, begins with a hunch, a felt need, an intuition. Further thought and refinement of that hunch results in one or more hypotheses which are then experimentally affirmed or rejected by means of the remaining steps of the scientific method. Liberman maintains that the synthesized nature of the science of light provides a new paradigm in healing. He writes that light is at the core of the new "energy medicine" (healing light energy) of the late twentieth century.

..."light is the basic component from which all life originates, develops, heals, evolves...we are about to see a new marriage between the 'intuitive' and the 'rational' sciences - a marriage that is bonded by light...Miracle after miracle has convinced me that this science of the future is an investigation of inner space rather than outer space." (xxv) We are seeing this new marriage in 2008.

1Jacob Liberman, Light-Medicine of the Future (Santa Fe, New Mexico: Bear and Company, 1991)

p. xxv. This and subsequent direct references from this work are reprinted by permission of Inner

Traditions International, Rochester, Vermont.

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