Look closely at the photo. When I first saw this picture last week, and I thought it's a nice view... of north pole, perhaps. My mind would never go that it is a place named Pamukkale, which means cotton castle, which is a natural site and attraction in south-western Turkey in the Denizli Province. The ancient city of Hierapolis was built on top of the white "castle" which is in total about 2700 meters long and 160m high. It can be seen from a great distance, eg. when driving down the hills on the opposite side of the valley to the town of Denizli, which is 20 km away.

The tectonic movements that took place in the fault depression of the Menderes river basin did not only cause frequent earthquakes, but also gave rise to the emergence of a number of very hot springs, and it is the water from one of these springs, with its large mineral content — chalk in particular — that created Pamukkale. Apart from some radioactive material, the water contains large amounts of hydrogen carbonate and calcium, which leads to the precipitation of calcium bi-carbonate. The effect of this natural phenomenon leaves thick white layers of limestone and travertine cascading down the mountain slope resembling a frozen waterfall... (Ref: Wikipedia)

Without knowledge, which actually is information, we are leading in assumptions that may not reflect reality. The way that we present things should well defined. We are focusing on Search Engine Optimization (Ref: Wikipedia SEO) without even understanding the value of our products, of our business image and our sector. There is a simple way to define it. Take a piece of paper,

• step 1: write down ten words describing (but ten...)
  
• your business
• your sector
• your product
• your expectations
• step 2: strike through 7
  
• step 3: voila!
  

This is what you want to do, this is what you want to sell, these are your META-DATA  (Ref: W3C Metadata) of your actual business.