Why Search Engine Marketing Is Important.......and Difficult

Web Search Basics

We need to study just two things to get started:

The Kind of search results: when a search site reacts to searcher, different kinds of search results display.

Where searchers go : You might have a favorite search site, but not all searchers use what you do. Some search sites are even the most specific to particular region or country. You need to understand which search engine are the most popular so that you can focus on them in your marketing efforts.

Kinds of Search Results

• Organic results. Also know as natural result, organic results are what made Google famous. Organic results are the best page found for the words the searcher entered. Organic search is what most people think they talk about Web search, and searcher click organic result 60 percent of the time. Searchers trust organic result, and therefore organic search must be part of your search marketing program.
  

• Paid Result : Paid Inclusion guarantees that a site's page have been cataloged by the search site, so that they can be returned when they closely match an organic search. Paid placement allows a Web site to pay to have its page shown in response to a particular search word entered, regardless of how closely the page matches what the searcher entered. paid search programs are the quick fix to attracting searcher entered. paid search programs are the quick fix to attraction searchers to your web site, and search marketers are responding.

Another form of paid search is known as paid listing or directories.Directories are manually maintained classification system that list web sites according to each subject that describes them. Directories are maintained by human editors who examine every Web site submitted to them by the site owner and decide under which subject a site should be listed.

Where Searches Go

If you have a favorite search engine that you use all the time, you might not realize how many other search engine people use. Some search engine operate is just one country or one region, and others do nothing but help people comparison shop for products. Each search engine is competing vigorously for its share of this growing business, but searchers are beginning to show brand loyalty,

Among worldwide search engines, Google and Yahoo! Are currently the two top competitors, but the landscape can change quickly. As late as 2004 Yahoo! and Google were partners. Let’s Look at the worldwide leaders.

Google

A Google is a mathematical tern for a 1 digital followed by one hundred 0s and served as the inspiration for the Google search engine name, signifying the immense size of the search index it searches. Founded in 1998 by Stanford Graduate students larry page and surgery Brin, Google has become so well known that “Googling” (searching for) someone’s name has even been mentioned on popular TV

Google has been such a wonderful search engine that this strategy has worked. Google is used by more than 80million searchers a month 40 percent of all web users tops of any search engine. Google is one of the five most- visited web sites in the world, offering results in 35 languages with half of its visitors from outside the United States.

Yahoo!

Yahoo! is one of the most-vested sites on the Internet, But its visitors do a lot more than search. Yahoo! Is a leading portal offering news, email, shopping, and many other, functions to visitors who register. The Yahoo! search engine is the #2 search engine is the world, with more than one fourth of all searches.

Although Google and yahoo! get the lion’s share of attention, other excellent world wide search engine should also be targeted by search marketers in their plans, Although you will get less traffic from should also be targeted by search marketers in their plans although you will get less from theirs engine than Google and yahoo! it all adds up.

MSN Search

The Microsoft Network (MSN), is ranked third in the search race by most counts with about 14 percent of all searches Worldwide, But Microsoft has long tried to increase its share of searches, Microsoft new technology for msn search in early 2005, and is rumored to be developing a new search facility build in to a future version of the windows operating system. Windows users would then be able to search their own computer their company’s servers and the internet within the search Today’s MSN search is contract. Looks a lot like the others, as world wide marketers must on msn search because of the stable number of visits you can attract to you site msn currently uses its own search technology for organic search and syndicates yahoo! precision match for its paid search, but is migrating to it own paid facility as well.

AQL Search

AQL search is used mostly by AQL users, but that is still a lot of people adding up to more than 9 percent of total Web searches, Good enough for fourth place world wide AQL has a partnership with Google, so search result on AQL Searches are nearly the same as for Google for both organic and paid search. World wide search marketers search marketers need not do anything special to target AQL searchers going after Google will get you AQL, too

Ask.com

To Gain market share. Ask.com also acquired one of the original internet portals and still a popular search site. Today, ask attracts more than 6 percent of all searches, when you add up the visits to all of its properties. Worldwide search marketers can reach ask.com searchers through Goggle’s paid search (which ask. Com user but need to pay attention to ask. Com organic search results. Too ask .com has been growing in popularity so although it has a relatively small share of searchers today it bears watching .

Metasearch Engines

Metasearch engines provide a way of searching multiple search engine with the expectation that searching several different engine will provide better results than any one alone. Unfortunately, it does not, as relatively few searchers use Mata search engines

Some Meta search engine such as Hotpot (www. Hotpot .com), merely show a search input box and ask the searcher to choose which engine to search with. Hotpot has its own search engine (using Yahoo! search technology), but also provides results from Google and ask.com

Local search Engines

Until now, this discussion has focused on search engines that cover the world, but many popular search engines attract searchers from a local area-just one country or region. if your site attracts visitors from several countries, you might want to include local search engines in you plans. But before we look at a few local search engines, keep in mind that often a worldwide search engine is also the local search engine leader. For example, Google is #1 search engine in the united kingdom,germany,france,italy,netherland spain,switherland, and Australia. Figure 1-9 show two typical local search engines, onet.pl (www.onet.pl),Poland’s leading internet poratal,and seek port (seekport.co.uk),a new search engine popping up in several European countries.

Beyond search engines that operate in just one country or region, local search also refers to searches that operate within a geographic areas-even inside a city. Yellow pages sites, such as venison superpages, are most common U.S. examples of local search engines. but worldwide search engines, including yahoo and Google, also use local search technology that’s detects the use of geographic terms in searches and find results related to that area. so, a search for “Newark electrician” might. Find contractors in the city. But because not all searchers use geographic terms, and because those terms are frequently ambiguous (Newark, new jersey or Newark, Delaware?),search engines are beginning to automatically detects the physical location of the searcher (using knowledge of the internet’s physical layout) and use that information in the searches.

More complex metasearch engine actually search multiple search engine at the same time and mix the result together on the same result page. Info Space ( www. Inforspace.com ) searches Google, Yahoo! ask.com and several other search engine. Info space actually owns servers metasearch engine that work this way, including Web Crawler ( WW> web crawler.com ) and Dog pile ( WWW. Dog pile .com ) but none to concern themselves with metasearch engine will find your site too

Shopping Search Engines

One of the fastest growing areas of search marketing is shopping search. Shopping search engines allow comparison of features and prices for a wide variety of products, and customers are flocking to them. Just 9 percent of all internet users worldwide used a shopping search in 2002, but that grew to 15 percent in 2003 and continues to rise.

Consumers that comparison shopping search engines because they allow simultaneous comparison of similar products, across many purchasing factors, such as price, reviews, and availability as shown in figure 1-10 shopping search engines covers a wide range of consumer products, including electronics, office supplies, DVDs, toys, and many others. Internet users who visit shopping sites already have a good idea of what they a looking for, with price and availability often determining from whom they buy