21 Search Engine
Terms Every Web Marketer Should Know Part 1
1. Search Engine - Is a database of web sites that is ranked
according to the computerized criteria that the programmers
decide upon called an algorithm. Various search engines determine
ranking on their own different factors of importance or relevancy.
For the last few years the Google search engine was the most
popular search engine supplying the search results for Yahoo
and to a lesser extent MSN and AOL. This all changed recently
after Yahoo purchased different search engine companies and
developed its own search engine. Soon MSN will enter this
market with its own search engine algorithm.
Searchers input keyword queries into search boxes and are given
results from the databases of the search engines in accordance
with the ranking algorithm from whatever search engine they
are using.
In other words, search engines index sites it feels will
be of value to its customers, which are Internet surfers searching
for information.
The most important concept to grasp with a search engine,
is that it uses an automated computerized system to find and
rank the sites within its database of web sites.
2. Internet Directory - An Internet directory is a large
listing of categorized web sites - however the concept that
should be understood with the Internet directories, is that
they actually have editors that decide what goes into the
directory. Remember an Internet directory is decided and managed
by human editors, while in contrast, a search engine is ranked
by a computerized algorithm or system. Directories are important
to get links from because, they will raise your rankings in
the Google algorithm (which is based on PageRank? or links
from other sites to a great extent).
3. SEO - Search Engine Optimization From the Tao of Search
Engine Promotion represents the Ying or Female Principle in
that it is more fluid and receptive to the algorithms of the
search engines, which of course you - do not control. SEO
promotion is using known conventions and in some cases deconstructing
the algorithms of the developers of the search engines and
working with them. In other words it is like Judo where you
use the momentum and power of the search engines to build
your business. You will have to be constantly vigilant, in
order to try to stay abreast of the latest developments in
SEO promotion.
4. Pay-Per-Click (PPC) advertising with the search engines
is bidding for particular keyword phrases or search terms
used most frequently by Internet users related to information
on certain niches and sectors. Overture was the first great
pay-per-click advertising sales channel for the search engines.
It presently represents Yahoo, MSN, AOL, Alta Vista, Hot Bot,
and related partners allowing advertisers to bid on particular
keywords. Google presently runs its own PPC Search Engine
advertising branch called Google's Adwords Select. Since PPC
advertising is so expensive use it in moderation by setting
daily and monthly budgets (otherwise for high volume searched
keywords you could go broke).
After setting budgets, which you do in the Overture and Google
advertising interfaces, use PPC to test your conversion rates
for subscribers, sales, etc., and constantly monitor it and
fine-tune it. You want to increase your conversation rates.
This is critical because as we alluded to the expense of PPC
in earlier in this article the typical major ad agency or
corporate brand only spends $5 - $15 dollars to reach a thousand
people (CPM). Although they may go higher for a responsive
direct mail lists like $100 or $150 to reach a thousand people.
In PPC advertising small business are usually paying at least
35 cents on the dollar (for any word with any real competition)
to reach a thousand people or $350 dollars. I have seen and
experienced people paying $2.50 a click or $2250 dollars to
reach a thousand people.
The true expense of PPC is never discussed by experts in
that industry. Any small business using PPC should have an
outstanding product ready for prime time, to see any return
in investment. Alternately, they should only use it for limited
testing or to get a product quickly to market on-line. Given
the expense of PPC some small business people might be better
off buying classified direct response advertising in a niche
publication or obtaining ad space in ezines.
Another point to discuss in PPC is how the major companies
hurt their advertisers (stab them in the back) by using pop-up
blockers, which hurts the advertisers ability to collect email
addresses on the front end, and with spam filters block even
legitimate marketers ability to reach opt-in subscribers on
the back end. Google is more of a front end pop-up blocker,
AOL is more of an email blocker, while Yahoo is both. There
are better ways to stop email and web site spam. What is important
is that small business, if it is not careful with PPC could
be paying AOL, Google, and Yahoo/Overture to put them out
of business.
5. Pay Per Inclusion is paying to be included in the database
of a search engine or Internet directory. Presently it is
free to be included in the Google search engine. You just
need a link to your site from a few other sites already in
the Google database and your site will be spidered in many
cases. Recently it has been announced Yahoo will charge a
fee to update your new content into their search engine database.
From what I understand if you are already listed in Yahoo
its all well and good, but any new content that you put on
your site will not be indexed.
6. Search Terms (AKA Keywords or Keyword Phrases) - Search
terms and more specifically keyword phrases are words searchers
put in a search box to find information on a particular product,
service, or item. Keywords and Keyword phrases have different
tiers. For instance the top tier keyword 'business' probably
receives 500,000 searches a month. But it is so general that
it would not be a good keyword for which to optimize your
site. However, the second tier Keyword phrase 'small business'
would have less searches, but it is more of a targeted search.
The third tier keyword phrases are even more targeted and
would be ideal for persons to optimize their sites for although
there are less monthly searches for them.
7. Search Engine Algorithm - Algorithms are sets of rules
according to which search engines rank web pages. Figuring
out the algorithms is a major part of SEO. The thinking is
that if you understand how they calculate relevance, you can
make specific pages on your site super relevant for specific
search terms.
If you are thinking of buying an
SEO software application, here are some programs that actually
work as advertised and the reason why they are recommended
by FreeSEOTutorials.com
Seo
Elite: New Seo Software! The Grand Daddy
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www.SEOElite.com |
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