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Even putting all eggs in the basket of Google?
By Martha López, get into position (http://www. Getinposition.) And Alex Kahl, Kahl Consultants (com http://www. Kahl. Net)
Google has become synonymous with Internet searches. So much so that "googling" how to search for information online. In an attempt to improve the visibility of your site, it is not surprising that measure their success by their ranking on Google.
This perception is not reasonable. Google remains the search engine most popular, used for about 46 percent of all searches [1], against a peak of 80 percent [2].
However, by concentrating all its efforts on Google means ignoring much of your potential audience. Yahoo uses 22 percent of all searches, MSN for 13 [3], and both companies are positioning themselves for dominance in the market for search engines. These three drivers are still relevant in the construction of an Internet marketing campaign.
Remember the major directories like Yahoo Directory and Open Directory (DMOZ). Be sure to hand submit to these directories separately. You may recall that it was only a few months ago that Yahoo! was just a directory! Meanwhile, Google has partnered with Yahoo to compete with DMOZ. But unlike the annual directory of Yahoo $ 299 filing fee, DMOZ will list your site listed free on most other search engines. No wonder that DMOZ is called the "mother of all search engines.
Using pay per click, which is offered by the three main engines, has become a popular form of marketing on search engines. Overture system (now called Yahoo Search Marketing Products), which is used by MSN and Yahoo is at least as useful as Google AdWords. If you advertise on the web, now it's probably time to start running their resources to include at least the first 4 engines.
Demography is another important consideration in your marketing plan. A study by Hitwise that Google was the preferred search tool for men, while MSN Search uses women. Yahoo! was the most popular engine for hunters 18-34 years. MSN Search captured the crowd of more than 55 [4].
Remember, "follow the money to predict competition and user trends. In 2004, U.S. $ 4 billion U.S. dollars have been spent on marketing research, where 80% was spent on pay per click (PPC) [5]. It is therefore not surprising that both MSN and Ask Jeeves are out with its own wage-per-advertising for a product similar to Yahoo and Google Adwords.
Where should you, the site owner, invest your marketing resources online to get the best performance? Consumers generously 2004 Google boosted the benefits of advertising on AdWords. Yahoo! has some of the pot too! Why? Since advertising on the Web is relatively easy and seems a safe bet for visibility on the web fast. But how many website owners really understand your online market and, more importantly, how to leverage the return on investment for the long term?
Firstly, Google (Adwords) advertising seems obvious, and why not? . . . just pay $. 01 more than the top bidder and voila you are in the top position, visitors can come and make you much money.
Think again. Slightly different is the analysis conducted in 2004 – this time to determine where the majority of web visitors searched first. The study revealed that 80% of researchers have observed was the "organic" or not the first ad [6].
A website that ranks high on organic search listings or regular is the result of diligent market research. This includes a well designed and the Web site architecture, optimization of search engines (SEO) campaign permalink, and the regular analysis of visitor behavior and its operations on its website. SEO can cost a bit more advance, but saves a lot on advertising rates. A senior position in the list can provide visibility to the brand due to long term after your advertising budget dry up.
The limitation of their marketing efforts to a search engine or a marketing method for search engines (eg, online advertising), is like spoon their hard earned profits to their competitors. Very similar to the brick and the automotive world, a marketing campaign on the Internet must be multifaceted, with an eye toward capturing niche markets to its competitors in May have overlooked.
Notes:
1. http://searchenginewatch. reports com / article. php/2156451
2. http://news. com. com/2100-1024_3-5141328. html
3. http://searchenginewatch. reports com / article. php/2156451
4. http://publications. MediaPost. com / index. cfm? fuseaction = section. showArticleHomePage & art_aid = 33,281
5. http://www. albusiness. com/blog/SearchEngineSmarts/3968/002509. html
Sources:
http://www. getinposition. com
http://www. Kahl. net
http://reviews. CNET. com/4520-10572_7-6219242. html
http://informationweek. com / story / showArticle. jhtml? articleID = 166401654 # _
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