Month: August 2007

Developing a Domain Name For Your New Business

By Michael Dorausch, D.C.

Someone was asking me recently for some suggestions on naming a business they were planning on opening this fall. The business is a Day Spa and the person was undecided on what name to use.

Today, this is a question that is more important than ever, especially if you intend to market your Day Spa (or other locally based business) online. Gone are the days when you could give your business names like… Relax Day Spa, Holistic Bliss, Innate Healing Center, or ZenSpa. I just made all those names up, but doing a Google search you’ll find they are all names of businesses that already exist.

No big deal, you’re planning on opening your Day Spa in Scottsdale, Arizona, and the only other business names you see in the same industry are operating in Dallas, Burbank, Ft. Wayne, and Palmdale. It may not be a big deal on the local level, but your approach to gathering new clients online may significantly be affected depending on which name you choose.

planetc1If the domain name (the dot com) for the name of your local business has already been acquired by another party, you will likely face increased odds of competition in the area of search engine placement, which may potentially result in the name of your small business not showing up above the fold (top three positions) in search results. The same rule applies if there is another business in your industry (for example Atlas Chiropractic) using the business name on their web site.

Sure, you can hire an SEO firm to optimize your web site, and work on increasing your rankings in search engines. Why not just get creative and first seek out a name that is not currently being utilized in your industry.

When it comes to selecting a great domain name, here are some things to consider…

  1. For a Day Spa, it should sound relaxing
  2. Easy to spell
  3. Easy to say (so when you tell someone over the phone the name of your business, they can understand you)
  4. Short enough to fit on a business card ( may not fit well on a business card )
  5. Unique enough that a domain name is still available ( preferably in the .com TLD )

I’m really not crazy about domain names that end in .biz, .net, .info, and a few others. Ultimately, you’ll have to make that choice, if you come across a great domain name that’s only available in one of the less popular extensions.

Don’t pass up on the opportunity to give your local business a local domain name or maybe even a name that was so obvious, people have missed out on registering it. Three examples in the chiropractic space I can think of, that were all unregistered until recently, are:,, and, and there are many unregistered others.

In examples of local businesses, if your Day Spa is going to be in San Diego, perhaps you want to seek out some local city names in San Diego surrounding areas that would be a good fit for you. The same would apply if your business was in Reno, Dallas, Chicago, or any major metro area.

Take your time and do a good amount of research when selecting the name of your local small-business. When you come across a domain name that you think works, my advice is to snatch it up, and continue doing your research. Domains today can be purchased for under 10 bucks, and you can always sell them, or let them expire (typically after one year) if you’re no longer interested in ownership.

All the best in discovering the small business name and domain that works right for you!

Timely On-Topic Content Can Bump Your Traffic

By Michael Dorausch, D.C.

Writing articles and blog posts on timely topics can increase traffic to your blog or web site. The advantage here is that if you’re getting information out in a timely fashion, you will increase your odds of having your content sourced, by other blogs and news media web sites, thus increasing the potential for inbound links to your content.

Here are two screenshots of a classified newspaper advertising related article, which was posted about an hour ago.

newspaper industry timely content clipThis first image is from a Google search for the term “newspaper industry.” Thanks to the utilization of Google’s universal search, it appeared in position number 4 in Google’s organic search results.

While there are five related articles appearing in the screenshot, only one news source provided an image, providing that news agency a slight advantage.

newspaper industry classified newsThe second screen image is taken from Google News search results for the same keyword phrase (newspaper industry). Again, we see use of the same image being incorporated into news results, giving the web site a strategic advantage for inbound traffic.

It is very important that the information provided in the article is high quality, is reported in a timely fashion, and is of value to readers, if one is to expect return traffic.

In this particular case (as the author of the news article), I have nearly a decade of experience in online advertising, and I feel confident that my perspective on the topic is valuable to a number of people following the industries of print classified advertising and online classified advertising.

Achieving these results on a weekly or even daily basis, can be difficult at first. But with persistency, small publishing web sites can achieve rewarding results, such as Planet Chiropractic does.

John DeMartini Speaking at Parker Chiropractic Las Vegas

By Michael Dorausch, D.C.

I’ve had these audio files stored in an MP3 directory on for 6 1/2 years. I realized I never did a blog post to the audio section, so many of you who are new to the web site, didn’t have access to the files.

This is a six part audio series featuring chiropractor, John DeMartini, one of the individuals featured in the virally popular film “The Secret.” With permission, I recorded Dr. John’s presentation at a Las Vegas chiropractic conference in January of 2001. I spent days editing out background noise, crowd noise, breaks during the session, and other audio interferences. The recordings became what I believe were DeMartini’s first live audio CD presentation, a discussion on Chiropractic Mastery and Genius.

The introduction is by Dr. Fabrizio Mancini, current president of Parker Chiropractic College located in Dallas, Texas. Fabrizio was instrumental in getting this presentation (and many others) recorded, as he provided Planet Chiropractic full access at this spectacular Las Vegas extravaganza. I blogged live (today known as live blogging) content to the web site from the conference which included topics such as: you put your hand into a pot of glue, articles throughout the weekend from the seminar floor, looked like the best of the best, weekend wrap up, another full action packed day, World’s Greatest Athlete, understand the principle, and others that haven’t located yet.

Part one of this audio presentation is 26 minutes long. DeMartini talks about the concept of putting your hand in a pot of glue, and having the glue stick to it. “If you open your heart, and you open your mind, and associate with great minds, and great leaders, and great chiropractors, who are masters in what they do, it is impossible for that to not rub off on you.”

Listen to the mp3 audio presentation here…

Audio link is down – Will replace this link when mp3 file is available again.

Note: The audio player for this blog was updated on Oct. 11, 2008.

Topics discussed in the audio presentation can apply to any individual or business industry seeking self-improvement… “A genius is one who listens to the light of their soul and obeys. They listen to the inner message, the inner voice. They see an inner vision and they follow it. They obey their inner intuitions and inspirations…”

Information on part two of this presentation will be replacing this sentence when available online.

Newspaper Industry Suffers On Classifieds Decline

By Michael Dorausch, D.C.

A leading global rating agency reported this week with a negative outlook on the newspaper industry. The less than positive outlook was a result of poor profits in the area of classified advertising affecting print publications.

Fitch Ratings, a global rating agency, expects soft revenue and pressured profitability due to weaknesses in high-margin classifieds. According to Fitch, year-to-date (which is through July of 2007) operating performance for some of the largest newspapers has been weaker than the rating agency initially anticipated. As a result, the agency’s outlook for the newspaper industry remains negative.

According to the report, ad pages are down by as much as 17% at newspapers such as USA Today, with real estate classifieds in community newspapers down by 20%. Companies such as the Tribune are reportedly showing a decrease in classified advertising, with advertising in real estate and employment down by 24% and 19%, respectively.

Fitch Ratings primarily focuses its attention on real estate advertising trends, and according to the rating agency, real estate classified declines have been significant. Fitch notes that the average print newspaper generates about 30% of its revenues from classified advertising, with some larger papers generating more.

According to the report, Fitch believes that since many affected markets are also regions of high broadband penetration, it is likely that sellers, buyers and their agents will increasingly utilize the Internet to identify opportunities. It is anticipated that as participants gain comfort with online media they will be less likely to return to the print newspaper in the future. Fitch does expect some newspaper web sites to capture some of the shifting ad dollars that are moving online.

Performing a Google search for classifieds, we currently see Yahoo!, MySpace, The New York Times, and The Los Angeles Times, among the top players in natural search results. These web sites are likely gathering a significant number of new online users to their web-based classified ad systems, as people increasingly move away from the traditional print model.

print advertising versus online advertisingI find this particularly interesting as all of these major properties hold great potential in the areas of real estate advertising, automobile advertising, and employment advertising, on both the local and national level. While each of those industries are targeted vertically by a number of mega Web properties, “the big boys” (companies listed above) can certainly continue being heavy hitters in the ring.

Activity in online classifieds has been on a steady increase, and it has been found to be a significant source of increased traffic (as well as increased revenue) for sites like those mentioned above, and even for sites geared directly towards niche vertical markets, the Planet Chiropractic Classified Ad Network, being one example.

Using chiropractic advertising as a model, one can see that there is opportunity for growth in niche industries, not currently being dominated by the big players in online classified networks. Using a widget perspective, it becomes easy to recognize the similarities in industries such as orthopedic surgery, acupuncture, dentistry, plastic surgery, restaurant equipment supply, and others.

Applying the widget perspective to the industry of Chiropractic, we can better understand and recognize the opportunities that an online classified advertising model provides. It would be highly unlikely (and ineffective) for a local chiropractor to advertise equipment, such as x-ray film cassettes or chiropractic adjusting tables, in a traditional newspaper. Just as it would be unlikely for a local gynecologist to post a classified ad listing for an gynecological exam table, whether to be bought or sold. The same goes for equipment and services for industry segments such as breast augmentation, or the broader industry of cosmetic surgery.

Previous to the introduction of the Internet, advertising in vertical markets (healthcare as an example) would traditionally be most recognized on the back pages of professional journal publications and maybe a handful of industry print publications. However, the traditional model has always been wrought with limitations. A simple example is the case of advertising on the back pages of a professional journal. There is the limitation of waiting until publication, and the limitation of the publication only reaching a small segment of an already small industry (when compared to industries such as real estate, auto sales, or employment).

Just as major print news classifieds are being affected by participants moving online, and gaining comfort in those models, the same is happening in a number of niche vertical markets, that in the past funded much of their print publications distribution with paid classified advertising. If advertising is your industry, and you’re in print media, online media, or both, the cheese is moving. It’s a good idea for you to move on your industry (if you haven’t already), before all the cheese has gone elsewhere.

View the Fitch Ratings report for more specifics on print advertising numbers and visit the web site for more details about their services.

Fitch Ratings Source: Business Wire
About Fitch Ratings: Fitch Ratings, Dual-headquartered in New York and London, Fitch Ratings is a leading global rating agency committed to providing the world’s credit markets with independent, timely and prospective credit opinions.

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Dr. Michael Dorausch has managed a niche online classified ad network, focused on the industry of chiropractic, since 1999. Classified advertising is provided as a free service and it has offered tremendous opportunity for buyers, sellers, and agents involved in areas specific to chiropractors and chiropractic graduate students. Press and other industry professionals seeking to gain insight and knowledge as to what has worked, what is working, and what roadblocks may lie ahead, for vertical industries in the area of online classified advertising, may contact Michael at mail [AT] for more information. @ 11:54 am | Article ID: 1188500119

X-Ray Equipment For Sale Attempted Fraud

By Michael Dorausch, D.C.

Received this via email today…

I have an ad in the “Equipment for sale: Private Party; X-Ray Equipment” section for a Kodak M6 Film Processor.

Someone using the name “[name removed since scammer is using name of a Chief Financial Officer of a publicly traded company] has attempted to defraud me through your website. I am notifying you so that you may take action and send a bulk email to your registrants, warning them about this particular scam.

This con is known as the “Overpayment Scam.” The purchaser will send a certified cheque that appears to be a real cheque, drawn from a bank in a different country. When the seller receives the cheque, they find that the purchaser has sent too much money. When contacted, the purchaser says “Just go ahead and cash the cheque. As soon as the money is in your bank account you can wire it back to me.” When the seller takes this cheque to the bank, the bank cannot tell that the cheque is a forgery. It will take up to 90 days for the foreign bank to reject the fraudulent cheque. At this time, in the U.S. the seller is liable and will be responsible for repaying their bank for the entire value of the fake cheque.

Fortunately I have run into this before, so I wasn’t about to get scammed. However, since an ad on your website has been targeted once, I’m sure it will happen again. Please send out an email warning sellers about this kind of activity.

I am very appreciative when participants of the chiropractic classified ad system provide this kind of detailed information. It helps to strengthen the community and encourages others to openly share their user experiences.

While we may not totally eliminate fraud, together we can identify those activities that appear fraudulent, and do our best in keeping our online community clean. At Planet Chiropractic, when someone posts a classified ad, they will receive an email with information regarding awareness of potential scam activity. There is also a post above the fold, which is visible on every page of the classifieds, containing more information regarding scams.

Posts and articles have been made to the website on several occasions, which include: Classified Ad Scams, Classifieds – Watch out for Scams, Email Classifieds Scam Attempt.

More on the Scam: According to the FTC, a check overpayment scam begins when a scam artist replies to the classified ad or auction posting and offers to purchase the item for sale with a check, then comes up with a reason for writing the check for more than the purchase price for the item. The scammer asks the consumer to wire back the difference after the check is deposited. Later, the scammer’s check bounces, leaving the consumer liable for the entire amount. The FTC says the scam is able to progress because, though the checks are counterfeit, they may look good enough to fool bank tellers.

Visit the FTC website for more information regarding check overpayment scams.

You Give Search Engine Marketing a Bad Name

By Michael Dorausch, D.C.

Cold calling telemarketers hoping to attract new clients from small-business owners are advised to do more research before making those sales calls.

Owning a small business in a major metro US area, I could easily be perceived as your average local small business owner. I receive faxes, e-mails, direct mailings, and telemarketing calls just like the rest of my neighboring business owners.

However, when it comes to topics like internet marketing and search engines, I have a bit more information and knowledge, than most telemarketers are prepared for.

My Los Angeles chiropractic office receives telemarketing calls related to search engine optimization, customized web sites, pay per click advertising, niche directory placement, and internet marketing, on a near daily basis. We also get calls from toner companies, equipment financing companies, and the like. I’m particularly interested in the search related marketing calls though, as they can be lots of fun.

I received a telemarketing call last week from an internet marketing company based out of San Diego, California. A young woman named Sarah asked if I had a web site. She then asked me if I would agree that small businesses in Southern California were closing their doors left and right and if I was interested in the solutions that would keep myself from becoming a failed business statistic. I decided to play along, so I showed an interest (at least I’d get some content for this blog).

Sarah was very excited and she worked hard to get as much information from me as she could. I was told that the company Sarah worked for had the ability to separate me from the competition. I would benefit from their years of trial and error in internet marketing. I would earn trust and confidence with my new prospects. I would see increased exposure on all major search engines. I would be positioned on the top two most visited search engines daily. I would significantly increase my returns on advertising and marketing.

Sarah continued, making it sound as though she and her company had the secret formula to my success. She mentioned “keywords” so I asked her one question… “what tools do you use for keyword research?” “Hold on,” she said. You could hear her hand over the phone while she was yelling across the room for someone to get an answer to this question. A guy got on the line and told me he could help me. I let him know that I was curious as to what kind of keyword research tools the company used. He told me that all the tools being used by his company were proprietary and that they had “back end access to Google” which allowed them to have new information daily about my website. I acted as though I was impressed and asked again about the Google backend access. He told me it was proprietary information, and it was something no other company had.

Sarah got back on the phone and wanted to get my fax number so their head of research could send me over some really important information that related to my web site and my potential clients. I received a three-page fax later that afternoon.

The first included some information about the San Diego marketing company, along with corporate logos for Yahoo!, Google, MSN, and AOL. The second page nearly resulted in a concussion, as I almost fell to the floor in laughter, after seeing the “research” I was provided.

searches per day The page was a print out from a web site I’ve been to many times in the past. It was a “Searches per Day” report from April 20, 2006 authored by Danny Sullivan, one of the world’s most renowned individuals in the area of search engine optimization (SEO).

It’s an impressive list but it’s more than a year old, and it had me wondering why a telemarketing company would have bothered faxing it to me. Was I supposed to get excited that 91 million Google searches per day were being made in March of 2006?

The third page was similar to the first page, with more search engine logos, and more information about these Southern California Internet marketing specialists, who listed among their superior products and services… pop up and pop under banners.

I never did get to finish my conversation as I missed the telemarketer callback and I got busy focusing on other things.

Here’s my advice to search engine marketers. You folks call me nearly every day. Since you already have my name and the name of my business don’t you think it would be a good idea to do 30 seconds of research before calling?

I’ll keep it simple. When you are calling a prospective marketing client, do a quick search using the individual’s name and then the name of their company. For example, you can Google my last name “Dorausch” and see if any information related to my business appears.

You can also Google the name of my business “ADIO chiropractic” and see if there’s anything interesting, or if there is even any result that somehow resembles my business.

While you are unlikely to get my business by sending faxes like the one shown in the screenshot here, don’t count yourself out. I’m still waiting on a telemarketing call that I can say yes to.

Do your homework and stop giving search engine marketing a bad name. Probably a good idea to stop sending faxes with articles by Danny Sullivan as well, unless of course, you are Danny Sullivan.

Chiropractic Career Nights in September

By Michael Dorausch, D.C.

September 18, 2007 will mark 112 years since the first chiropractic adjustment was made by DD Palmer, the world’s first chiropractor, at the Ryan building in Davenport, Iowa. The profession of chiropractic has helped millions live healthier lives, without the use of dangerous drugs and surgeries. After more than a century of success, what the world needs now, is more chiropractors.

chiropractic education palpationChiropractic schools and universities across the United States are holding chiropractic career nights throughout the upcoming months. Most of these events are sponsored by Local Chiropractors that desire to see a profession that provides them with such an ideal lifestyle, made available to others.

There are currently 18 accredited chiropractic schools in the United States. All of them prepare future doctors of chiropractic to take and pass national and state board examinations that are a requirement for practice in the US.

One Particular school holding an anniversary event in Southern California is Life Chiropractic College West. “Life West” is hosting a September Career Night Event which will be taking place on September 5th in Irvine, California. The West Coast Northern California chiropractic program asks…

Are you wondering what to do with the rest of your life? Do you want a great career with reward and meaning? Would you like to work at the 4th best job of the top 25 jobs according to Fast Or the 2nd healthiest job according to The Hayward based chiropractic school says… Today chiropractic is the world’s largest and fastest growing choice for alternative healthcare. Consider chiropractic and you may just help change the world!

So how about it, thinking about a career in chiropractic? I can tell you firsthand that if you put your mind to it and really have a desire to help others, the rewards become unmeasurable.

A list of all 18 chiropractic colleges in the United States is available on the Chiropractic Schools USA page. Contact the chiropractic educational system nearest you to find out when their next chiropractic career event is occurring. For those interested in attending the Southern California Irvine event, the information is as follows…

September 5th at 7:00pm
Hilton Irvine / Orange County Airport
18800 MacArthur Blvd. Irvine, CA 92612
(in the San Clemente Room)

Life Chiropractic College West
Call: 510-780-4500 x2620
To register. It’s free!
There will be several dynamic speakers who will share with you and inspire you.
Don’t miss it.

Tell them you read it on Planet Chiropractic. @ 9:02 pm | Article ID: 1188273789

Chiropractors Can Lead Drive for Drug-Free Athletics

By Vic Naumov, D.C.

New Milford, NJ – Chiropractors are the leading drug-free health care professional in the world. With the recent focus placed on performance enhancing drugs and sports, chiropractors have a great opportunity to become leaders in the push towards the advancement of drug-free athletics.

Dr. Vic Naumov, DC, a New Jersey Chiropractor, Founder and President of the non-profit charity organization, the National Coalition for the Advancement of Drug-Free Athletics, Inc. (NCADFA), has launched an anti-drug crusade aimed at municipalities, middle schools, high schools and sports organizations across the U.S. His message is direct and simple, “First, address the growing problem of performance enhancing drug use among student-athletes then, begin teaching them strategies that will enable them to safely and effectively improve their athletic performance, naturally.”

It’s been all over the media the past year and it doesn’t seem to be going away any time soon. The topic of anabolic steroids and athletes has hit the main stream and has finally stepped out of the locker-room and into the living rooms around the country. “Anabolic Steroids” are fast becoming household words, if they haven’t already.

According to the NIDA, over one million teens have admitted to using anabolic steroids with the intent to improvement their athletic ability, physical appearance and self-image, states Dr. Naumov, who is recognized as the nation’s leading advocate for the advancement of drug-free athletes.

As the creator of the NCADFA’s Choose NOT to Use(R) Campaign, Dr. Naumov has recently appeared on dozens of nationally aired sports/talk radio and television programs to get out his message about the use of performance enhancing drugs by young athletes and uses every opportunity to explain the role of chiropractic in helping solve the problem.

“The most under utilized and overlooked, natural performance enhancing tool available to any athlete, at any age, is the chiropractic adjustment,” he explained at a recent seminar. “Only chiropractors are trained to identify and correct interference in an athlete’s nervous system, for that simple reason chiropractors are the leaders in the field of natural performance enhancement. It’s important that you understand, for an athlete to perform at their absolute best, their nervous system has to be as clear as possible. Only regular chiropractic care ensures the body consistently is able to perform at its peak in all areas. This not only includes physically, but mentally and chemically as well. Remember athletic skills such as, balance, hand-eye coordination, body position sense and reflexive reaction time are all neurological acts which require a good nerve supply to be performed at 100 percent,” says Naumov.

During each seminar Dr. Naumov emphasizes that, “Chiropractors are more than alternative health care providers, more than just neck and back pain doctors – they are human performance specialists. Both athletes and the public need to know that. Only Chiropractors help the body work at its peak potential, at its absolute best. Nobody else can provide this unique service.

Dr. Naumov founded the NCADFA with the purpose of positioning chiropractors in a national leadership role with the hopes to recruiting other DCs into the effort of teaching athletes about chiropractic’s role regarding natural performance enhancement. “It’s about time the public recognized us for our uniqueness and we stop trying so hard to be accepted by other groups,” he tells other DCs. “It’s the public that will pay us what we’re worth, not the insurance companies. “Our efforts and resources are better allocated helping athletes understand the value of the unique service only we are capable of providing. To become a leader, you must first see yourself as one. I see every chiropractor on this planet as a potential leader. We can help athletes of all ages maximize their innate potential, naturally.”

Doctors interested in learning more about the work of, or joining the NCADFA, can visit or or call Dr. Vic Naumov at 201-265-8688. @ 10:30 pm | Article ID: 1188192659

Free Open-Source Virus Software For Windows

By Michael Dorausch, D.C.

Many chiropractic offices, and other small businesses, continue to rely on Windows operating systems (mostly XP), for their office and business computing needs.

If you are running Windows, chances are you’re running some sort of virus protection and/or anti-spy software. I wanted to introduce you to a FREE open-source antivirus software known as ClamWin.

ClamWin Free Antivirus is a non-profit free software project and the best part about the software is that it works, and it doesn’t hog a bunch of system resources while doing so. I began using ClamWin on a desktop that I run both Windows XP and Ubuntu Feisty Fawn on about a year ago. When booted to Ubuntu I use no virus protection, but when running Windows, I would not go online without it.

The software features a scanning scheduler, does automated downloads of a regularly updated virus database, has right-click menu integration with Microsoft Windows Explorer, can be added to Microsoft Outlook to remove virus-infected e-mail attachments automatically, and has a bunch of other features.

If you’re not familiar with open source, just because the software is free, it does not mean it’s not of high quality. I’ve been happier with this antivirus software than any of the paid programs I’ve used in the past. There are a number of preferences that can be customized for the end user (see screenshot).

clamwin preferencesThere are general settings, e-mail alerts, filters you can set up, settings for Internet updates, scheduled virus scans, reports, and advanced settings, allowing you to customize the software to your needs. The project is supported by a very active open-source community and there’s a lot of information available on the antivirus software’s web site.

You can visit the web site homepage to download ClamWin antivirus software or get it from SourceForge, the best resource I know of for open source software. ClamWin comes with an easy installer, so you can get started protecting your computer from viruses and spyware right away.

This chiropractor is thankful the open-source community puts out high quality software projects such as ClamWin.

Google News Begins Embedding YouTube Video

By Michael Dorausch, D.C.

Google News has began embedding YouTube video into news results appearing on the homepage. Just in time for the YouTube 10 second video advertising overlay announced earlier this week. See screenshots with news of California Governor Arnold Schwarzenegger.

There was news posted to Planet Chiropractic last week about an introduction of advertising to YouTube video in the form of a 10 second video presentation at the bottom fifth of the video player’s screen. There was also news regarding Google including comments, from people mentioned in news articles, appearing on the Google News homepage.

Now it looks as though Google is rolling out embedded YouTube video along with news results.

Danny Sullivan of Search Engine Land had a report on the Google News comment system ( Google News To Newsmakers ) early in the day on August 8th. Later that evening Danny had a full Q&A discussion regarding the Google News comment system posted to the same website (man he works fast).

To my knowledge Google is only including video news results from limited sources. The video that I saw came from KCRA news in Sacramento, California.