6 Steps to Free Publicity

Chapter 21

Becoming Findable Through Search Engines

When the World Wide Web was new, enthusiasts would “surf” for hours, clicking from site to site in an orgy of exploratory joy. They would also pounce on suggestions from the media or friends of new and interesting Web pages to visit. During those pioneer days of 1996, Canadian Edward Palonek had created FoundMoney.com, which helps people locate and recover unclaimed funds to which they’re entitled. He received a life-changing phone call from a producer for Oprah Winfrey’s show who had checked out his Website and invited him onto the show. Throughout the course of the next few months, his business exploded.

“Every phone we had would ring, day or night, for months,” he reminisces. “It was a full-time ...