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 Issue #14 - January 20th, 2003 Internet Marketing Newsletter for Small Businesses
Brought to you by idesignbusiness.com http://www.idesignbusiness.com Issue #14 Monday, January 20th, 2003 In this Issue: ARTICLES: FREE RESOURCE: Welcome back to another issue of the Internet Marketing Newsletter for Small Business. In this Issue, I cover some of the basics of Search Engine Marketing. It seems like search engines evolve on a daily basis and I hope this article helps you understand the current state of Search Engines and how you can successfully market your business using them. I encourage reader feedback, let me know what topics you would like covered in this newsletter. Please direct all newsletter correspondence to newsletters@idesignbusiness.com You can view all past issues of the Internet Marketing Newsletter for Small Businesses at the newsletter archive. Click below to visit the archive: Newsletter Archive Neal St. Clair idesignbusiness Advertisement Are you using e-mail campaigns to market you products and services, communicate with customers, and generate leads? If not, you are missing out on the most affordable and effective marketing tool available to small businesses. The idesignbusiness Mail Manager handles everything required to execute a professional e-mail marketing campaign including e-mail collection, contact list management, e-mail delivery, and reporting. Learn how you can begin sending e-Newsletters, greeting cards, e-mail promotions and more today. ARTICLE Search Engine 101 Keeping track of how Search Engines work, how to achieve top rankings in Search results, and where to submit can be a full-time job. I know because often times, it feels like my full-time job! I understand that most business owners don't have the time to stay abreast of the latest Search Engine developements. Luckily, you subscribe to this newsletter and I am going to share all my lastest findings with you...Enjoy! To begin, let me reinforce just how important Search Engines are in controlling traffic on the Internet. The latest research states that 90% of Web users will find what they are looking for through Search Engines. 90% of 540 Million Internet Users is a staggering number... The bottom line - you can't afford not to include Search Engines in your marketing mix if you have a website. There are three types of Search Engines that exist today including Pay-for-Performance (PFP), Web Crawlers or spiders, and human-edited directories. Each type works differently, so let's start by defining each type of Search Engine. Pay-for-Performance The name says it all for this type of Search Engine. To achieve top rankings for your website, you have to pay to be included. Some companies like Overture (www.overture.com) require you to bid on specific search phrases and pay every time someone clicks on your link. Other Pay-for-Performance Search Engines like Yahoo! (www.yahoo.com) require you to pay just to be listed and do not guarantee where your website will appear in search results. While these types of Search Engines are very effective in generating traffic, they can be very costly. Web Crawlers & Spiders This is the original form of Search Engines on the Internet and they still exist today. Google (www.google.com) is a great example of this type of Search Engine. Google employs a tool called the "Googlebot" that constantly searches the web for new webpages and websites. In theory, every website on the Internet is somehow connected through links. What the Googlebot and other Search Engine crawlers do is constantly click from link to link until they have found every possible webpage they can reach. Human-Edited Directories There are only a handful of human-edited directories on the web but they are very important. The largest one is DMOZ, the Open Directory (www.dmoz.com). Every website that is listed in this directory has been reviewed and approved by a real person before it is listed. The reason DMOZ is so powerful is because many of largest Search Engines including Google, MSN, AOL, Netscape, and others use DMOZ listings as their top Search results. There reasoning is if a person took the time to review the website, it must offer compelling content and that is always more accurate then any technology could be. So now you have a better understanding of the different types of Search Engines, but let me cover what you really care about - how you can achieve top rankings for your website. There are three important things you must do to succeed in all Search Engines...
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