How to Soar in Your Search Engine Marketing, in the Post Google Era Part 2
by Kamau Austin
*Are Google*s Days in the Dominant Position in
Search Technology Numbered?*
In an aggressive attempt to get SEO under control, perhaps for
its new IPO, Google is evolving into a less relevant search
engine losing market share to Yahoo! Furthermore, on the horizon
is Microsoft*s launch into the search business, which will
integrate search some how into the Find feature of your
operating system (it is the system used to find files in
Windows). It other words, with the new Windows you will be able
to search files on your computer and also the Internet. This new
functionality of being able to search computer files and web
files, from the operating system of Windows, has to eat into the
market share of Google*s future Search Business.
*The Google Brand will Survive Albeit in
other Advertising Businesses.*
This would explain Google*s ambitious plan to expand beyond
search, to become a major ubiquitous brand like Yahoo! Google
has expanded into email advertising with Gmail™, and positioning
itself to be a major partner with countless numbers of web site
publishers with the revenue producing Adsense™ program. Google*s
Adsense™ is probably the most effective associate or affiliate
program for web site owners available. It provides significant
revenue out of one of the webs 3 main killer apps - clicking on
links. With a major IPO to raise cash and these visionary
positioning strategies, I am sure Google will leverage its brand
into other things. In short, the Google brand will survive
albeit in other advertising businesses.
However, the fact remains I don*t think it will retain its
dominant position in search. Are Google*s days in the dominant
position in search technology numbered?
*How Will the Savvy SEO Survive in the
New Search Engine Marketing Landscape?*
Gone are the days that SEO*s not long ago, could optimize
clients sites for Google and influence 2/3rds of the search
queries online, for targeted keyword phrases.
My results have been affected also however, I suspected that
this was in the works, and buffered my ebusiness from the latest
series of Google updates my taking a more harmonized and
balanced approach to web marketing called the Tao of Search
Engine Promotion. So sit back and relax, and forget the stress
of the Google*s barrage of Updates. Refocus your energies.
visualize a high traffic site without the dependence on Google,
the new MSN Search Engine, or anything else on the horizon...
probably created by Yahoo! Lets use this time to reflect on the
basics of synergistic web marketing harmony.
*Introducing the Concept of Tao
to Search Engine Marketing*
Why I use the Eastern Philosophy of Tao to Search Engine
Promotion is because in Search Engine Marketing I feel we have
to be open to harmonizing with the major opposing forces in
search engine visibility going forward: 1 Pay-Per-Click (PPC)
Advertising; and 2 Search Engine Optimization SEO.
My Personal Philosophy is that you will need to Have Harmony
between Hard and Soft techniques, like Ying and Yang or Male and
Female Principles to restore balance in search engine marketing
in this uncertain post era of Google dominance.
Search Engine Advertising - represents the Yang or Male
Principle, in that it is very proactive, aggressive, and in your
face advertising. Your PPC advertising copy has to fire the
imagination of the web visitors to get a good response.
Pay-per-click (PPC) Advertising is paying for the click-troughs
to your site by the search engines. PPC is putting your message
out to the www in no uncertain terms, to make your statement
about your business.
In PPC advertising you control the ranking, message, and cost of
your campaign by bidding against others for your specific search
engine key terms. The major players in pay-per-click advertising
are Google, Overture, and Find What. While on the other hand...
Search Engine Optimization - 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.
You have to employ both strategies at times - and both have
their place, in the media mix of your search engine marketing
strategies. We will explore how both can help you drive traffic
to your business. First let*s explore some ebiz basics.
Why People Use the Internet?
A - Read Email and communicate
B - Find Information (not entertainment)
C - Find information to buy something
The Net is Text-centric right now - with the 4 killer apps
being E-mail, Instant Messaging, clicking links and searching
for information. Without these four basic functions the web
would not work. This is important to remember because, some
people think that Flashy animation, or graphics are the keys to
a successful e business. This is just not the case. You have to
have good textual information on your site, that is optimized to
be search engine friendly, if you want to achieve high search
engine rankings. It Part 3 I will explore other basic SEO
principles to share how I have been able to sustain high
rankings in a Post Google era.
ABOUT THE AUTHOR:
Kamau Austin, helps small and minority business make more
money, by creating, search friendly web sites. He is the
owner of http://www.Ebizbydesign.com ,
http://www.Einfonews.com , http://www.carolsartshows.com and
the creator of the Free Search Engine Promotion Tele-course.
See the free telecourses at: http://www.SearchEngineplan.com
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