It has been my experience that most organizations want nothing more than to see their ad displayed in Google, the “Big Fish” in the Sea of Search Engines, but is there more to Search Engine Marketing (SEM) than using such industry giants? Could your money be spent effectively in other engines as well?
Recently I have submitted clients into smaller search engines such as Quigo. While some are not as well known, I am sure you have heard of ESPN, USA Today, and Fox News. Using networks such as Quigo, your companies’ ads will appear within the context of these well-known and reputable sites. The advantage here is that you are targeting highly motivated and interested users in an environment in which they enjoy and trust. I am also able to pick the sites that best fit my clients’ target audiences or even define whether a specific ad should be displayed in a local market or at a national level.
Of course, it is always important to analyze these engines before making any decisions and determine your expected ROI, but I can say that my clients are now enjoying the advantages of utilizing an additional, cost-effective channel for increasing their exposure.
Gone are the days when simply throwing up a website is sufficient to promote a product or service. In the beginning, some questioned whether having a website was even necessary to help their business thrive. Others who created sites may or may not have considered usability, style and form — think frames and multiple font sizes and styles on the same page. Some, however, were intuitive enough to realize that a company’s website was an extension of its business and that a well managed site was a critical component to its overall success.
As the use of websites continued to grow and evolve, so too did the need to properly index this massive array of information. ENTER: Search Engine technology. Just like its website counterpart, search engines, in terms of indexing information, have evolved from being somewhat simplistic in nature to what some may now consider downright confusing. Websites must continue to adapt to the changes of search engine technology. Maintaining a competitive edge online is becoming survival of the fittest. It’s now crucial to have a solid Search Engine Marketing (SEM) plan. Those who don’t, will find themselves left in the dust to their competitors. As search engine technology continues to evolve, who knows what the future holds?
In fact, in this month’s issue of OMMA (February 2007), Daisy Whitney writes in her article, Zooming in on Video Search, about the mad dash to find an effective indexing solution for video search. So far there are many contenders such as Truveo, Blinkx, ClipBlast and PureVideo. She also mentions looking out for CastTV which is scheduled to launch the first quarter of 2007. She writes that its technology is impressive because it has the ability to find specific pieces of video on originating sites, which few video search services have been able to offer.
With nearly 60% of all Internet users searching for video content per month, an efficient indexing solution is probably right around the corner. When this happens a floodgate of opportunity will open. What impact will this have on SEM? As it stands, blogging is a wonderful SEM tool. Web content is constantly fresh and updated — which spiders love. Web communities are often created as a result of blogs — which people love. Will adding video to your site and having it properly indexed be the next “blog” of the future to increase visibility for your site? Will advertising your company’s product or service on web videos become a crucial element of your SEM strategy?
One thing’s for certain, the only thing that remains constant in SEM is change. The question is: Are you ready?
A significant change within search is about and we are carefully and patiently awaiting its results and how it’s going to affect search engine marketing. Google’s latest implementation- personalized search -is changing the game as we know it today. While Google continues to achieve its goal of delivering the most relevant search results to its users, many factors play a role in its change and success.
We’ve already seen the engines take action with more relevant searches in its sponsored search results by scoring advertisers landing pages for their ads. Google began this technique of implementing what is called, “Quality Score”, which has now been implemented by Yahoo as well for better relevancy to the searcher. The quality score is determined by your click through rate, keyword, & relevance of your ad to the landing page.
This new change with personalized search will affect organic results which could mean new algorithm changes for SEO experts to figure out how to optimize for. Although this may sound like search heaven has arrived for users, let’s consider and question some of the following area’s that might come in conflict with the engines and its users.
1- Search Is Temporary. Sometimes, and maybe most of the time, we search for some things we just want to find just for the time being. This doesn’t mean we are interested in what we’re looking for; maybe we just want a quick answer to a quick question. As the engine records some of this search history to provide you with better future results, irrelevant or un-interesting results can come into play.
2- User Behavior. How many times have you performed a search on your parents, friends, or school’s computer? Again, we come into the problem of irrelevant results to the main person’s search. Whether you are on your friends PC, or they are on yours, are the search results going to be relevant to what you are looking for?
How does Google track your search history? Being logged in your Google account or creating a user profile will begin tracking your search history.
With anything that is in its starting stages, it will have its problems and setbacks, but without a doubt, is the right idea for what the future in search has to offer. Not too long ago, Social Bookmarking made its big hit with users as well as online marketers. Choose news stories you like and think other people will find interesting and post them on a site. Personalized search? I think so.