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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Portals, Search Engines, and Directories

Portal - A web portal is a website where a significant number of web surfers go to find a broad array of resources or services in one spot. A web portal serving a specific audience is called a vertical portal.

Search Engine - A search engine is a collection of web servers that index web pages, store those findings, and display the results of those findings to web surfers who utilize the search engine for a particular query.

Directory - A directory is similar to a search engine except that web pages are indexed manually by real people, and thus usually involve an editorial categorization process.

The terms directory, search engine, and portal are often times inappropriately used to refer to what some people believe to be the same thing because popular sites like Yahoo and AOL encompass a mix of these services. Nonetheless, they are all distinctly different. Yahoo started as a directory and this is still one of its big traffic draws, but Yahoo also has a search engine feature (currently powered by Google) and a number of other features that combine to make it a portal. Google is strictly a search engine. The Open Directory ( is strictly a directory.

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Authored in 2001 by Stephan Aarstol
while Director of Business Development