Sunday, December 23, 2007

Mass Transit & Gasoline Prices: Time to Go Public?

How do you get to work every day at the beginning of your shift? How do you get home? For many of us, our commute is a routine as unchanging as eating and sleeping. A large number of us get to work every day by driving a personal vehicle. We take it for granted that we are taking advantage of the most cost-efficient and satisfying means available to arrive promptly and ready to work.

But the swiftly rising price of gasoline should be an urgent stimulus to make us re-examine our commuting strategy. Across the U.S., the price for one gallon of regular-grade gasoline has risen from about $1.50 two years ago to today's $2.60, and it is uncertain that prices will level off any time soon, much less decline.

These realities prompt us to ask, does commuting by driving a personal vehicle up to five days a week provide us the best combination of cost, or time use, or life-style? Or should we seek a better solution?

Gasoline savings: compelling reason?

Many workers, including me, have opted to leave our vehicles safe at home and brave public transportation. Each of us has our own reasons. Now the price of gasoline gives us one more, and we find it fairly compelling.

In my own case, I live about 17 miles from work. My 1992 Mitsubishi gets about 24 mpg, which means that if I drove it to and from work, I would be spending about $17.70 a week just for the gas. Instead, I buy a monthly Dallas Area Rapid Transit (DART) pass and pay only $10.00 a week. By riding DART, I cut my transportation costs nearly in half! If I had to pay for parking, as many of you do, I would save even more.

Other reasons count for more

But wait, there's more! In fact, saving on gasoline is not the primary reason I decided to "go public" several years ago. I used to drive the congested freeways of Dallas to get to work; during rush hours it would take me 30 to 45 minutes. I had so many close calls--so many split-second swerves and jamming of the brakes--that I began to think that it was inevitable that I would be involved in an accident of some kind, maybe even a life-threatening one. Do you ever feel that oppressive sense of impending doom?

Now, I drive two miles to the DART station in my suburb and ride the light rail. I usually get off at the Pearl Street Station and take a good, 15-minute, fast walk from one end of downtown Dallas to the other, a distance of about a mile. There I catch a bus that takes me to within one block of my office, where I arrive almost exactly one hour after boarding the train. In the afternoon, I reverse the route, often walking up to half a mile before boarding the downtown-bound bus.

When I have the time and inclination, I walk farther. I disembark from the train at City Place, climb the two extremely long escalators from the train station 160-feet below the surface, and walk all the way to the office, three miles to the west. At the rate I climb, I step up 42 times on the lower escalator and about 57 on the upper one. Then it's another 42 steps up to the surface exit. Most of my hike to work is on Katy Trail, which skirts a string of parks along Turtle Creek. Katy Trail was recently extended to reach the American Airlines Center, which connects me to HI-Line, Turtle Creek Blvd., and the office. This fall, a walking trail is being constructed that will lead from Katy Trail right past my building along Turtle Creek.

The exercise I get regularly, enforced by being integrated into my commute routine, is my main reason for "going public." But almost as important is all of that ride time I get on the train and the bus. I can read at least 30 minutes each way. Do you have the opportunity for an hour of reading five days a week? I cannot begin to list all of the books I have read on my commute, but it is a long list.

What others say

Do other employees share my preference for public transportation? Melissa, a Chicago customer service representative does.

She says, "I take the train (the el green line) to work every day. I work a split shift, noon to 8 p.m. I live in Oak Park, Illinois (the first western suburb), eight miles from the office. From door to door it takes 20 minutes. During my commute I enjoy reading, people watching, and defusing if it was a hard day."

"The best thing about taking the train is the convenience of not having to worry about parking. [I avoid] the congestion of traffic, and with the high pay of gasoline, it is very cost efficient. And I am always guaranteed some exercise every day with the walk to and from the train. The worst thing about commuting is that sometimes the trains run late."

With commuter trains, light rail, subway, buses, and van pooling, Chicago seems to have one of the best public transportation systems in the country. But other cities are rapidly catching up. Detroit, however, lacks a light rail system, beyond its "PeopleMover" that makes a tight loop in downtown. According to an article The Detroit News ran on July 7, 2005, "The region is the largest in the nation without a comprehensive subway, commuter rail or high-speed bus network." Officials there, however, promise that this will change in years to come.

"Our public transportation system is terrible," says Nancy, a Detroit human resources assistant, "and we don't have a rapid transit system in the Metro Detroit area. I wish we did, but I guess this is the Motor City; they want to make sure we all buy cars."

Mark, a Detroit customer service rep, agrees. "There is no viable public transportation system in Detroit. We make cars."

Eddy is a manager who lives about 17 miles from his work just out of downtown Dallas. He says, "I think we should all ride public transportation at least once in a while to remind us how fortunate we are. That being said, I support anyones right to drive a car to work. As gas prices go up, I think we should figure out ways to reduce our dependency on oil products. One of the things I choose to do is to ride the bus periodically. I think I am fortunate because I live nearby to a transit station (1/2 mile) and can walk to and from it. Most people have to drive to a station.... I would like to see our company run a test to help fund riding public transportation (maybe buy half of a monthly pass or something like that)."

Security issues

Eddy acknowledges, "Because of our shift work, many of our people cant use public transportation." This sentiment is shared by a second-shift typesetter named Brandy. "Dallas has no good public transportation for me to use from North Richland Hills to my job, at the hours I work. I would have to take two buses, and as I work till 11 p.m. (at a minimum), the trains do not run. Also, being a female, I am not crazy about waiting outside on the corner at 11 p.m. at night for a bus to take me downtown, then another bus to the train station."

These are certainly valid concerns, and there are no easy solutions for our employees in Dallas. For other cities, however, especially Chicago and eventually Phoenix, where the rail station is in the immediate area of our office building, public transportation may be more viable even for second and third shifts. Several employees walking together would be a partial solution.

Safety concerns

Another issue for bus passengers is the lack of seat belts and shoulder belts. I have been in two bus accidents without injury, but one sudden stop sent me sailing four or five feet forward. I managed to grab a post and only received a minor bruise. Since then I have selected my bus seats carefully, opting for the three or four places where I am against something solid should the bus stop suddenly. Of course, I then have to worry about being the cushion for other people's landings. My seat of choice is right to the rear of the back door. Only one person is likely to slam into me there, and people seldom sit in that particular seat.

Not "going public"?

Other workers have their own reasons for avoiding public transportation. Violet, a Dallas sales support supervisor, says, "I only live seven or eight miles from work, and I always get to work in 15 minutes. My commute gives me time to myself, and I like that." Gwen, a Denver sales rep, uses her 36-mile drive to phone clients and return calls. "It also gives me time to reflect," she adds.

Roberta, a staff accountant at Dallas, has a 25-mile drive. She says she spends the 40- to 45-minute commute listening to Christian music. "It gives me time to switch gears from work mode to wife mode," she says.

Do your own analysis: Is now the time for you to "go public"?

Take a serious look at the variables of cost, time commitment, health factors, and available transportation. Your decision will probably depend on the priorities you have and the special situation that you alone best appreciate.

One consideration should probably be left out of your analysis: class status. As Eddy says, "I also think we have many, many people in America (and certainly at our company) who think they are too good to ride the bus or train. We need to realize that we are all just 'folks' when it comes right down to it and that the man or woman next to us in the bus are just regular people, no matter what they look like or what color they are."

Steve Singleton has been a book editor, newspaper reporter, news editor, and public relations consultant. He has taught college courses, seminars, and workshops in 11 states and the Caribbean. Currently he is a communications coordinator and corporate trainer for a large printing company.Shelby
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Sell Your Car Online: Step 5, Making Search Engines Love Your Classified Ad

Car classifieds websites can help you sell your car or truck very quickly. In step 4 of this series, titled "Sell Your Car Online: Step 4, Writing a Compelling Description of Your Automobile", you learned how to write a powerful description of your car that transforms the viewer of your classified ad from a browser to a buyer.

The fifth step in placing an ad is making your listing search engine friendly. A crash course in search engine optimization is in order. Being "search engine friendly" means the web page in question has all the correct hidden and visible parts that search engines are looking for. A web page must have the following to be considered search engine friendly:

- TITLE tag, which is shown in the title bar of the window (mine shows "Google - Microsoft Internet Explorer" when visiting Google.com).
- META DESCRIPTION tag, which is only visible if you view the source code.
- HEADER tag, which displays text in a larger font than the rest of the page (just like the headline in a printed newspaper)
- Hyperlinks, which are simple text links that allow navigation on the internet.
- Emphasized text, which is text that is bolded, italicized, or underlined.
- Copywriting of at least 200 -250 words on the page (with a minimum number of images).
- An ALT tag for the first 3 images on your page, which displays when the image is not available.
- The ability for the search engine spiders to index the page.
- A URL that is static, not dynamic.

The key to search engine rankings is which keywords you use and where on the page you use them. For proper search engine optimization, your keyword should show up in the TITLE, the META DESCRIPTION, a HEADER, an ALT tag, a hyperlink, and an emphasized portion of text. Also your keyword should show up 2-3 times per 100 words on your page (once per paragraph should do).

Your page must be indexed by a search engine. Search engines have a piece of code called a spider or robot that actively seeks out web pages to "crawl" or index. They follow links from one web page to another trying to find as many web sites and pages as they can. Once they crawl the site, they add the page to the search engine's database so it will show up in the search results. But there is a problem. Some of the auto classified web sites do not allow their classified listings to be indexed by the search engines.

The URL needs to be static and not dynamic. Pages that are driven by a database usually have dynamic URLs which include "?", "=", or "&" as part of the full address of the page (example: someclassifiedsite.com/index.php?a=5&b=222). Search engine spiders have problems indexing pages that have dynamic URLs, though they are ever improving. To ensure your page does not have a problem being indexed, it must be a static URL (example: someclassifiedsite.com/category5-222.htm).

So, what does all this mean for you? First you should know that when you place an ad in an auto classified site, you only have control over 2-4 of the 9 criteria listed above. That makes it hard for you to give your listing an advantage over other similar listings in regards to search engine rankings. So let's take a look at the things you do have control over.

The description you write should have the correct keywords in it. For example, if you have a 1996 Pontiac Firebird Formula for sale, you should ad the term "1996 Pontiac Firebird Formula" once every paragraph. Place the term near the beginning of each paragraph. Also, the term should be emphasized (bolded, italicized, or underlined) in the first paragraph, if the web site allows you to add HTML tags to your description. To bold a word, put before it and after it. To italicize a word, put before it and after it. To underline a word, put before it and after it.

Let's take another look at the sample description from step 4 in this series. Notice the HTML tags used around the keyword "1996 Pontiac Firebird Formula" in the first and last paragraphs. It is important not to emphasize every keyword. Only emphasize the first and last instance of the keyword in your description.

"This 1996 Pontiac Firebird Formula is in great condition. It has alloy wheels, AC, power everything, and a 6-disc changer. The T-tops are a nice addition, especially in hot weather. Even though this Firebird is 10 years old, it looks like it belongs on the showroom floor. It has flawless red paint on the exterior and a super clean black interior. A brand new automatic transmission was installed only 12 months ago, which is still under warranty.

The best feature about this 1996 Pontiac Firebird Formula is the engine. It has a 5.7 Liter HO V8 that has been well maintained. It does 0-60 in a respectable 5.2 seconds and has a top speed just under 160 MPH. Accelerate and you can hear every one of the 305 horses coming through the exhaust. Any sports car enthusiast would enjoy getting behind the wheel of this one.

Don't miss this 1996 Pontiac Firebird Formula . It's a good deal on a great car. Call today."

It is important to choose the right title for your listing, if the classifieds site you are advertising on allows you to write the listing title. The title should be rather short and include only the most important information about your vehicle. A great title should have the keywords in it that people would use to search for your car or truck. A great title should have the year, make, and model in it, for example, "1996 Pontiac Firebird Formula." If your car is convertible, you should ad the word "Convertible" to your title.

For a list of keywords that people actually search for on the internet, go to inventory.overture.com. Simply enter the make of the vehicle and it returns the most popular keyword combinations that include that keyword as well as how many times they were searched for in the Yahoo! Network. This will give you a good indication of what people are searching for.

So how do you find an auto classified site that allows the search engines to index their classified listings, displays static URLs, allows you to control your TITLE tag, and allows you to emphasize the text in the Description field? Simple, just go to your favorite search engine and search for a popular make and model car for sale. There should be several classified listings near the top of the search results. Those classified sites are the ones that are the most search engine friendly and would be a great place to post your ad.

By properly inserting these nine page elements that are essential for high search engine placement, your listings have the opportunity to be found by potential buyers when searching the internet. This concludes the series "Sell Your Car Online." I hope you learned some new techniques in online advertising. Try them out today and see how quickly your automobile will sell.

Derrick Walker is founder of http://www.vinclassifieds.com , an auto classifieds website. VINclassifieds.com displays cars for sale by individuals and car dealers. Sell your car at http://www.vinclassifieds.com/sell_my_car.htm .BMW
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