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The Main Search Engines
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There are hundreds of search engines, but only a few are important. Look in your analytics software and see which search engines send traffic to your site. For most of our clients, the search traffic comes from the Big Three: Google (90%), Yahoo! (6%), and Microsoft (3%). Make sure your site is in these. Google s rules are stricter than those of Yahoo! or Microsoft. If you do well with Google, you ll be fine with the other two. Therefore, concentrate on building pages for Google.
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There are also specialty search engines (also called vertical search engines or portals). Nearly every market has its own portals and search engines. For example, LuxuryLifeStyle.com caters to wealthy consumers. By being listed in portals, you get traffic that doesn t depend on Google. Get a list of over 600 specialty search engines and portals at http://info.vilesilencer.com. When you buy links in those sites, use URL tagging so you can track the results in analytics. If a portal has a fee, you can see if the site sends you enough traffic and conversions to justify the fee. When you talk with the portal, ask for a free month so you can see if they produce profitable traffic. Don t depend on Google for all of your traffic. Google constantly changes their search engine, and many websites that had been at the top for years suddenly drop down. If your pages aren t findable, your sales will collapse. Try to diversify as much as possible.
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When a user employs a search engine, they see two types of links: unpaid links and paid links, as shown next. The unpaid links are the result of the search engine s technology. They scan the Web, find the websites, and rank the results. (The paid links, which are paid advertising, appear on the right side of the page. Sometimes, paid links are also placed at the top of the page. This is covered in 6.)
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Unpaid links are also called natural or organic results. This term is misleading because there s nothing natural about it. Search engines use complex rules to produce these results, and people use SEO to improve the ranking.
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CHAPTER 5:
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This chapter covers the unpaid listings. You ll learn how to make your page findable by your target audience.
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The Three Types of Searches
To understand how to get your pages to rank well, you should understand what search engines want. If you can build pages the way search engines want them, your pages will show up at the top. For search engines, there are three types of searches:
Navigational You are searching for the official website for an organization, a company, an office, or a person. Informational You are searching for information. You want to learn about a subject or how to perform a task. This can be text information at a web page, a how-to video, and so on. Transactional You are searching to get something. You want to buy a product or service; you want to hear a song, watch a video, or download a PDF; you want to use a tool or service at a website.
Keep in mind that your website may show up in different ways for each of these searches. Here are some examples:
If someone is looking for your company, that s a navigational search. If they use your company name, most likely you ll be at the top. Google will show your main website to people who are searching for your site. If someone is trying to learn about a product or service, Google will show the pages with the best information about that topic. For your site to show up in that search, you need to have authoritative information on your site. On the flip side, this means that pages with not-very-useful information will not show up for these searches. If someone wants to buy a product or get a service, Google shows the most credible vendors or suppliers for that item. To rank high, your site should be a reliable merchant. This also means pages that are only affiliates won t be in the results.
If your website offers information such as U.S. Department of Agriculture information on farming, a hospital s guide on preventing diabetes, an adoption agency s information for hopeful parents, or a company s manuals for digital cameras you should offer authoritative and complete information. Search engines will therefore give your site preference. For merchants, this means the original manufacturer has an advantage. If you are the manufacturer of a product, create landing pages that clearly
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