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"How to Protect Your Search Engine Placement
by Keeping Up-to-date on Industry Changes"
There's
no denying it: Search engines are a dominating force
on the Internet, with millions of people going online
to search on their topics of interest every single
day.
In
fact, it was revealed at a recent industry conference
that in June of 2003 alone, 5.5 billion searches
were conducted online. That's 5.5 billion searches
in just one month!
And
people are not just looking for information...
Experts
at the same conference said that roughly 25% of
all online purchases originate from search engines.
So it's crucial that your site gets the best possible
position in the searches for your keywords.
But
according to Market Position, a whopping five million
pages are added to the Internet every single day.
So if you plan to outrank your growing competition,
you need to keep constant tabs on changes to how
the search engines rank web sites.
However,
you should also know that statistics show that most
Web surfers never search beyond the top 30 results
they receive! So getting ranked 43rd in Google is
almost as bad as not getting ranked at all.
With
that in mind, it's clear that top-ranking positions
in the search engines for the terms most frequently
searched by your target audience should be the goal
of any savvy site owner.
To
achieve that goal, you must keep your finger on
the pulse of the search engine industry.
1.
The Search Engines Are Constantly Changing
The
first thing you need to understand is that search
engine submission strategies that work this week
may not work a month from now -- or even two weeks
from now! As a result, submitting your web site
to the search engines and then forgetting about
it is risky.
Your
listing needs to be optimized and then maintained
if you want to generate the traffic that a top spot
can bring.
But
as the search engine wars continue heating up between
the major players and competition becomes fierce
between competing search engine providers, deciding
which ones to submit your web site to can be a daunting
task.
Major
shifts in search engine ownership, management, and
control are taking place all the time. The industry
is in a state of competitive flux, with heavyweight
companies like MSN, Google, and Yahoo! vying for
positions of power and attempting to trump one another
whenever possible.
So
how can a small online business expect to survive
in the midst of all this chaos?
Well,
start by getting to know the current state of the
search engine industry. Then stay as informed as
possible of the changes and updates. It's really
not all that hard, once you know where to look for
up-to-the-minute information.
2.
Which Search Engines Are MOST Important?
Not
too long ago, by submitting your web site to the
top eight or so major search engines, you'd show
up in most people's search results.
But
that has all changed...
Nowadays,
believe it or not, you really need to focus on TWO
major search engines: Google and Overture.
Google
and Overture together now make up such a strong
search engine presence that if you are ranked well
in both of these services, you will be found by
well over 90% of people searching for topics related
to your site.
Google
is the only remaining "pure" search engine, which
means that its search results are entirely computer-
generated by their "spiders" that crawl the Web
and their algorithms that sort the information gathered
by the spiders to determine your ranking.
But
not everyone goes straight to Google.com when searching
for information... Google also supplies the majority
of search results for Yahoo!, AOL, Earthlink, and
AT&T, plus some results for Infospace, iWon,
and Sympatico.
And
that means that Google's "reach" on the Internet
is enormous. According to NetRatings.com, Google
reaches approximately 50+% of the online community.
Overture,
on the other hand, is a "pure" pay-per-click search
engine, meaning that its paid results are not mixed
with editorial (unpaid) results. Instead, to achieve
a top ranking in Overture, you must simply out-bid
the next highest bidder for that particular keyword.
Overture
listings now appear as part of the search results
for so many different engines that it probably has
a more widespread presence on the Internet than
almost any other search service today.
While
Google is certainly bigger (and used by more searchers),
Overture provides sponsored search results for literally
hundreds of minor search services, as well as such
major players as:
Yahoo!
MSN
AltaVista
InfoSpace
iWon
Lycos
AllTheWeb (aka, FAST)
3.
Keeping Abreast of Changes
Competition
between the major search engine providers keeps
the industry changing all the time. Yahoo!, for
instance, recently bought Overture, and also picked
up Inktomi earlier in 2003...
And
now MSN is in the midst of creating its own crawler
(after Google rejected their bid to buy them out!)
called MSNBot, and they are looking to become a
major player in the search engine game.
What
it all adds up to is that although Google is hands-down
the biggest pure search engine around, it is constantly
threatened by shifting ownerships, power relationships,
and new developments in technology. With search
engines, what's here today could truly be gone tomorrow,
so it's up to you to stay informed.
The
best way to keep on top of the changes is simply
to subscribe to a couple of the excellent newsletters
that are available online, published by search engine
experts who make it their job to keep you informed.
Our
favorites are:
Search Engine Watch
This site belongs to search engine expert Danny
Sullivan and is packed full of the most recent
search engine developments.
Planet Ocean
Planet Ocean is the publisher of "The Unfair Advantage
Book on Winning The Search Engine Wars" -- a leading
online search engine resource. The book is updated
monthly so whenever you buy it, it's certain to
be completely up to date.
Search Engine Guide
This site provides a wealth of information and
articles about all aspects of search engines.
Weekly and daily newsletters are offered, which
compile updates and information from across the
industry.
These
resources will keep you on top of the dramatic changes
you can expect to see in the search engine industry
over the next weeks and months.
For
example, a new Open Source style search engine called
"Nutch" is on the horizon these days which could
take a lot of the mystery out of search engine rankings.
Open Source code, as some of you may know, is code
that is accessible to all for use, and programmers
can make suggestions, modifications, and additions
whenever they like.
This
new search engine would function with the same principles
of give-and-take, with public access to information
about the way they work. This could be very interesting
-- especially since, at the moment, search engines
tend to be very secretive about the rules they use
to rank your web site!
4.
Final Thoughts
Keeping
abreast of the most effective search engine submission
strategies can be a daunting task, especially with
the constantly changing climate of search engine
control and ownership.
While
you're busy tweaking your web site to meet the latest
published search engine requirements, they're equally
busy updating their algorithms, perfecting their
approach, modifying their rules, and honing their
systems so that they can provide the most relevant,
accurate, and complete search results possible.
So
it will be worth your while to keep on top of the
major industry shifts so that you don't waste your
time on engines that are no longer worth it, and
you don't miss out on the newest developments and
hottest opportunities.
After
all, search engines -- no matter how much they change
-- can still be a powerful means of driving qualified
traffic to your site, so they can't be ignored!
ABOUT
THE AUTHOR: Corey Rudl is the owner of four highly
successful online businesses that attract more than 1.8
million visitors per month and generate over $6.6 million
each year. He is also the author of the #1 best-selling
Internet Marketing course online.
To
Find Out How To Market Your Business
Online CLICK
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