Search
Engines
& Online
Marketing
Lost - and being found
- In CyberSpace
Search Engines and Directories
Most people seek out products and services through online indexes and a high-position
listing will significantly boost the usage of your site. The most-used search
sites come in two varieties - crawler-based (eg AltaVista)
and human managed (eg Yahoo).
When your web address is registered with the crawler-based site, a "robot" will
analyse your content for indexing. In the case of a human-managed directory, a
real person will visit your site following registration and make a judgement on
how it should be categorised and described.
In both cases, when someone searches for a product or service (eg "plumbers in
scotland"), the sites that appear to be most relevant will be returned. However,
if your site is not in possibly the first 30 results, it's unlikely your listing
will be effective.
In fact, many sites never seem to appear in the listings. That's because they
have either not been optimised to gain a reasonable position or have been improperly
optimised or registered.
And Danger, Danger again Will Robinson, not only will this leave you lost in cyberspace,
you could end up blacklisted because of methods innocently or deliberately employed.
So the best advice on this front is to tread carefully, avoid the use of so-called
free site registration tools and employ a Search Engine specialist whose cost
will more than pay for itself and who will also analyse and manage your on-going
positioning.
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Starting
Point
Branding
Domain Name
Search Engines and Directories
Offline Marketing
Pulling Power
Push But Don't Shove
Advertising
Summing Up |
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