Search Engine Wars - Innovate To Survive in 2004
By Daria Goetsch 2004-01-14
Inktomi's New Role
Inktomi may play an important role in this growth since it is now owned by Yahoo. Keep an eye on this engine: it provides secondary results for MSN and will probably replace Google in supplying primary results in Yahoo. Inktomi's importance may also increase in MSN once the Microsoft property stops using LookSmart for its primary results.
To see which pages you have listed in Inktomi, use the Inktomi Pure Search function from Positiontech:
Inktomi often adds a few free pages to its databases. Check first to see which pages you may already have in their database for free before using Paid Inclusion for your most important pages.
Other Ways To Promote Your Website
Keep your eye on search engine news. Google was an up and coming engine a few years ago, you never know what will happen in the industry so stay on your toes. Continue to promote your website through links in topical directory listings. Search for websites that contain topics related to yours. Link when it "makes sense". Don't forget traditional means of marketing your website: print ads, brochures, magazine articles and more may help to make a difference. One of the best ways to promote yourself online and increase your link popularity is to write articles on your subject. Find websites that accept free content and submit your ezine, articles or newsletters to those websites to build your link popularity. Newsletters, forums, FAQ's, blogs and tips on your subject are all viable means to inform your visitors and bring in new traffic to your website. Don't forget to archive your newsletters and articles on your website, which works to build your site size and increase link popularity through your authoritative knowledge of your subject. You aren't a writer? Consider working with a copywriter to help build your good content.
Paid Inclusion And Pay Per Click
If you haven't ventured into using Paid Inclusion or PPC services, consider using them to help balance the changes in your traffic. Use a Paid Inclusion subscription for your most important pages, or submit dynamically generated pages that aren't being picked up by the search engine robots so they will appear regularly in the search engine database. You can start your PPC bidding in small doses. Look for some of the secondary smaller terms that don't cost as much but will still bring in traffic your competitors may miss. Take a look at some of the smaller PPC engines available out there, a little traffic from a lot of places can add up.
For more information on choosing keyword phrases, read our keyword article:
Content, Content, Content
The biggest mistake I see webmasters make is creating a website with little content. Don't rely on a few paragraphs of text with optimization to convince search engine robots to stick around. A skeleton website does not make a good impression on anyone. Build the content of your website. Google's new algorithm may be a sign of search engine robots getting a little smarter when it comes to understanding what your website content is about. Build information that will keep your visitors at your website. Become an authority on your subject so other websites will naturally link to you because your information is invaluable. Remember, Google is interested in serving those who use its search capabilities, just as you should be interested in serving your visitors. Give as much real content information as able to your visitors, they will thank you with return visits.
And In The End...
In the end, the information you give is often equal to the response you receive. Make the effort to become an authority site on your subject. Building the groundwork of your website with quality information and broadening your methods of marketing will help sustain you during the search engine wars upcoming.
Daria Goetsch is the founder and Search Engine Marketing Consultant for Search Innovation Marketing, a Search Engine Promotion company serving small businesses. She has specialized in search engine optimization since 1998, including three years as the Search Engine Specialist for O'Reilly & Associates, a technical book publishing company.
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