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How to Soar in Your Search Engine Marketing, in the Post Google Era Part 2
By: Developer Shed
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    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.



    Kamau Austin, helps small and minority business make more
    money, by creating, search friendly web sites. He is the
    owner of , , and
    the creator of the Free Search Engine Promotion Tele-course.
    See the free telecourses at:

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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