How Google and other search engines determine Web rankings is a mystery. Nevertheless, there are specific steps you can take to help you obtain better search-engine placement.

In a recent article, I suggested that it was smart for agents to obtain URLs for their Web site such as or

One of our readers commented that this couldn’t possibly be a good idea since no one could remember those addresses. The point in using this approach is to capitalize on how people actually conduct searches using what is known as the "long tail" of search.

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