Why isn't Google doing more to prevent click fraud? I don't know exactly, but I have a couple of theories. First of all, Google's advertisers haven't expressed necessary outrage to effect change. Secondly, I believe Google has looked at bottom line and determined, it's actually a lot more cost effective to issue a few refunds than to develop technology to eliminate click fraud.

Otherwise, Google would have stepped up to plate like a true leader and said something similar to this ficticious statement:

"Nothing is more important to us than our customers. They helped make us who we are today, and we will not let them down. We are determined to meet and defeat click fraud head on--no matter how how long it takes or how much it ultimately costs!"

By not issuing above statement or something along those lines, Google revealed its true colors!

In my article, "The Truth About Search Engines: Playing A Game You Can't Win," I compared odds of getting a high ranking in search engines akin to winning lottery. This is what I wrote:

"If you go strictly by numbers, Yahoo!, MSN and Google are "Big 3" of search engines and directories. Between them, they index millions and millions of pages in their directories. Although Google claims to index over 4 billion.

However, that's a subject for another day. The point is, out of all those millions and millions of pages, there's room for only a very few websites at top of results pages.

That means, if you go strictly by number of indexed web pages in their directories, you have a better chance of winning lottery, than getting high enough in results pages to where it's going to make a significant difference in your traffic. That's not my opinion, it's a fact!"

After that article was published, you should have seen some of e-mails I received from angry SEO experts, telling me I didn't know what I was talking about, and writing something like that was reprehensible and irresponsible journalism!

Irresponsible journalism. Really? As saying goes, "the proof is in pudding." So, I'm going to let my readers do math:

According to a recent study by Inktomi and NEC Research, there are currently over two billion websites on Internet. Google, Yahoo and MSN are considered "Big 3" of search engines and directories. In other words, those three generate majority of traffic.

Now, we all know top 10 is considered prime real estate, with regard to search engines. Studies have shown that if you're website is listed outside of top 10 spots, there's a significant drop-off in traffic. Unfortunately, there are only a total of thirty top 10 spots among "Big 3."

Are you still with me so far? There are only thirty available top 10 spots, and an estimated two billion websites on Internet. You do math! Thirty and two billion sure sound like lottery odds to me. What do you think?

Dean Phillips is an Internet marketing expert, writer, publisher and entrepreneur. Questions? Comments? Dean can be reached at mailto: dean@lets-make-money.net

Consider crafting several, still staying within single call to action, by changing wording ever so slightly so that it doesn't sound memorized just in case others are close enough to over hear you. This also works if you are testing to find best language.

Always make first sentence a declarative statement: "I perform miracles. Not religious type, of course, business type. Entrepreneurs, like [current or past client] and [another current or past client], hire me to make their marketing more attractive and pull in clients. I help them become a human magnet, drawing new businesses to them like bees make honey."

It is important for very first sentence be short and declarative. Declarative doesn't ask, it asserts. Now stop for a few minutes and play with some ideas of your own. Be bold when playing; write with energy of a firecracker.

A second method would be to open with a declarative question. Actually there isn't any such thing as a declarative question in grammar, so bare with me as I stretch a declarative statement. A declarative question is when you ask them a question but not for them to answer but with a declarative prowess. "Have you ever seen a speaker so dynamic and engaging that you forget where you are? Someone who teaches with inspiration, hypnotizes their audience, empowers people to act, all while filling atmosphere in room with love. Then you haven't experienced me."

The first two sentences will determine whether they are listening. A firecracker intro guarantees that you will snap them out of their moment. If you find that these openers are too bold, you have my permission to continue to let people be in their own moment and keep trying to get a regular elevator speech to work.