Search Engines: A piece of a Very Large Puzzle
by Archie Lawhorne
Many people tend to approach the web passively. They spend a
lot of time and resources designing a nice web site, but then
spend very little in the way of promoting it. When nothing
happens, they blame the Internet and complain that 50 million
people didn't drop by before breakfast.
The point is, like many aspects of business, there is no one
and only method of marketing on the Internet. There are many
proven formulas and a certain amount of knowledge needed, but
an understanding of the fundamentals is essential. You can then
use this information in concert with everything else you're
learning to maximize your overall marketing efforts.
Consider the amount of time and effort many web marketers
place on search engine positioning. Search engine submission
is probably one of the first things that new Internet marketers
do to promote their web site. Currently there are over 5,000
places to register a home page with the number increasing daily.
In reality, only about 25 of these search engines will produce
90% of your search engine traffic. The larger search engines like
Yahoo, Lycos and Alta Vista are visited millions of time a week
and offer the most comprehensive types of searches for Internet
Obviously it's a good idea to register your site with as
many of the major search engines as you can. This will
enable web surfers looking for your product or service to
find it quickly and easily. There are thousands of companies
out there that will submit your web page to hundreds of sites
on the web and charge you for the labor. Or you can do it
yourself. A good strategy is to start with the top 10 or 15
search engines and learn how to do it yourself.
Keep in mind that search engines are just one small piece in
a very large puzzle. If you are targeting a specific niche
market, search engines are an excellent tool. Obviously the
goal is getting yourself listed in the famed "Top 10," where
you'll likely see the most significant results from your efforts.
But here's a few caveats. A top 10 listing is virtually impossible to
achieve without having your own registered domain name. Your site
should be unique but relevant, and rich in content. It should also have a
high popularity rating. What this means is that your site needs to
be a little different from the mainstream but still in touch with reality.
You must have good information on it, not just a directory of links and
you must be linked to and from numerous other sites.
Getting a good search engine position is more art than science.
Each search engine has its own techniques for cataloging and
ranking a site. To optimize your success when submitting to an
engine you will need to have editorial control over the web pages
you submit. This means you have to be able to customize the
pages and perhaps generate new pages. Your web page titles and
Meta tags (description and keywords) are of extreme importance.
Try to put yourself in the shoes of the visitors that you want to attract
when working on these.
I know everyone wants a magic formula for getting the number
one search engine listing. The fact is, it takes quite a bit of time
and energy to achieve this. If you feel that having a high search
engine ranking is critical to your business, you may want to
consider spending the money to have an outside expert do it
While the importance of search engine positioning should not be
underestimated, the bottom line is there are a multitude of
ways to promote a web site. As a web marketer, the most
valuable asset you have is your time. Plan, prioritize and
spend your time doing the things that yield the most cost-effective
Having said that, here are the addresses of some of the top
search engines in which you will want to register your web site:
· Yahoo - http://www.yahoo.com
· Excite - http://www.excite.com
· Web Crawler - http://webcrawler.com
· Lycos - http://www.lycos.com
· Open Text - http://www.opentext.com
· Alta Vista - http://altavista.digital.com
· InfoSeek Guide - http://www.go.com
· Hot Bot - http://www.hotbot.com
You can also visit: http://www.submit-it.com
At this site you
can fill out one registration form and submit it to several
search engines, including most of those above. This is a very
convenient "one-stop registration shop." Some of the search
engines listed at this site are free and some charge a fee, so
make sure you only submit to those that are free if you aren't
prepared to pay. Other sites include: http://register-it.netscape.com/ http://www.siteowner.com
Archie Lawhorne is an experienced public relations
professional, marketing writer and president of Crosspoint
Publishing Company. For information on his current business,
visit his web site at: http://www.adnet-opportunities.com/id/73917.
For a FREE copy of his new E-Book, "Web Marketing Basics," visit: http://www.profitleader.com
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