Search Engine Marketing
The Internet is simply a new medium for presenting information and carrying out commerce.
Websites require just as much marketing, promotion and distribution as any other medium in order to be a profitable strategy. In theory, everyone can view your website and respond in the way you intend, but only if they can find it in the first instance and are then stimulated to respond.
There should be two goals in your website strategy. First getting customers or prospects to your website and second having them respond to your information.
Many of the world’s best looking websites are also the Internets best kept secrets. Love them or hate them, search engines are one of the primary ways that Internet users find websites. Sites with a good search engine listing will see a dramatic increase in traffic. That's why 310k Internet Solutions carries out website optimisation.
Everyone wants a good listing; unfortunately many sites appear poorly in search engine rankings or may not be listed at all because they fail to consider how search engines work. Despite spending vast sums of money on their sites, try finding Waitrose under supermarkets in any of the major search engines.
With over 8 billion website addresses, it’s not surprising that these database workhorses are immensely popular. On any given day, the top five engines execute some 150 million searches, equivalent to 1736 searches per second. It is therefore hardly surprising that they don’t always get it right, but by and large, they do an amazing job.
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HOW SEARCH ENGINES WORK
The term “search engine” is often used generically to describe both true search engines and directories. They are not the same, the difference being how the listings are compiled.
The ten major Search Engines and Directories, which account for over 90% of all searches done on the Internet, are:
- Alta Vista
- AOL/NetFind
- Lycos
- Yahoo
- WebCrawler
- Infoseek
- MSN
- HotBot
- iWon
SEARCH ENGINES VS. DIRECTORIES
Search Engines:
Search engines, such as HotBot and Google, create their listings automatically. They crawl or spider the web, then people search through what they have found.
If you change your web pages, search engines eventually find these changes, and that can affect how you are listed. Page titles, body copy, and other elements all play a role.
Directories:
A directory such as Yahoo and Open Directory depends on humans for its listings. You submit a short description to the directory for your entire site, or editors write one for sites they review. A search looks for matches only in the descriptions submitted.
Things that are useful for improving your profile with a search engine are different to improving a listing in a directory. A good site, with good content, will be more likely to get reviewed than a poor one.
Hybrid Search Engines: Some search engines maintain an associated directory. Being included in a search engine’s associate directory is usually a combination of luck and quality. 310k Internet Solutions will “submit” your site for review, but there is no guarantee that it will be included. Reviewers often keep an eye on sites submitted to announcement places, then choose to add those that look appealing.
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