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Search Engines

How do search engines work?

We live in a age where people use search engines on a daily basis to find information, products or services. Web site owners want to be found in the number one spot or at least on the first page of results. In order to obtain this position, the engines have to make the decision that your site deserves that place. While there may be many pieces of the puzzle to accomplish this, one of the foundational things that can be done is to make sure your site is "search engine friendly".

Search engines like content or plain old html text. They do not recognize how aesthetically pleasing your site is but rather will digest the content of your site to understand its subject matter. As long as there is good content within your pages, it doesn't matter where it is - search engines will find it. So the challenge then is not "where" to place content but simply to have enough in the first place.

Google, Yahoo and MSN offer two ways to list your site. One is Normal Listings where search engine optimization is needed and the other is Sponsored Listings where you can buy your listing. This advertising is known as pay-per-click. You "only pay" when a customer has clicked through to your website.

Search Engine Optimization

Choose the right keywords
and see your business grow.

Keyword selection is paramount to driving qualified visitors to your site. Single word searches are a bad choice. Nobody walks into a bar and orders a "drink" nor into a restaurant and orders "meat". If you own a travel agency, generating sales on the single word "travel" will be more difficult than the key phrase "caribbean cruises." Remember that single keywords return the least targeted leads. If someone is searching on the single keyword "travel" are they:

     a. Helping their child with a paper on some aspect of "travel"
     b. Looking for the "travel channel"
     c. Looking to plan a vacation cruise?
     d. Looking for a travel club such as AAA?
     e. Looking for directions for their travel across the country?

Only a limited number of the people identified above would be qualified prospects. Many visitors would click their browsers "Back" button, turn around and walk out of your website! When you target a key phrase there is a higher likelihood that you focused on the right prospects. It is the difference between attracting actual buyers versus tire kickers.

	Optimizing your pages to be "Search Engine Friendly"
Search engines read your website's text or "crawl" your website for relevance and popularity. Relevance is determined by a algorithm calculating the number of keywords and similar words on your site. Popularity is determined by how many other websites link to your site. There are hundreds of search engines available, but Google, Yahoo, and MSN produce over 80% of the traffic on the internet.
These search engine optimization companies are established leaders in the industry.

Pay-Per-Click

An effective way to get a top ranking is to buy advertising. The cost can be a few pennies per click up to a few dollars per click, but you have control on the monthly maximum you will spend. Below are two companies that allow you to buy advertising. One is Overture which sells advertising for Yahoo & MSN and the other is Google adWords.

When you buy advertising with Overture, you set the price you're willing to pay for each sales lead and pay only when your customers click through to your site. To sign up for Overture call toll free 866-631-9293 or to sign up online click here. To visit Yahoo's Keyword Selector & Bids Tool (find pay-per-click pricing) click here.

With Google adWords you create your own ads, choose keywords to help match your ads to your audience and pay only when someone clicks on them. To sign up for Google AdWords' call toll free 866-246-6453 or to sign up online click here.